Linked by Thom Holwerda on Sun 5th Apr 2009 10:27 UTC
Windows Microsoft's "You find it, you keep it" campaign, which directly attacks Apple, has seen another instalment. The first one, with Lauren criticising Apple for its pricing policy and lack of choice, was met with mixed reviews, and I'm sure the second one will not be received any differently. Giampaolo disses Apple for a lack of power and being all about aesthetics.
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The first rule of advertising
by Governa on Sun 5th Apr 2009 10:34 UTC
Governa
Member since:
2006-04-09

The first rule of advertising: When you are number 1, never mention your closest competitor. All you’re doing is giving them free advertising.

I honestly don't believe Microsoft is winning anything with these commercials. Same goes for the ones with Jerry Seinfeld, but at least those were funny, although pointless.

I also don't think that making people look like George Costanza (in the wise words of Elaine Benes, "you are very 'careful' with money", ie calling someone cheap) is a good move.

:-)

Edited 2009-04-05 10:41 UTC

Reply Score: 11

arpan Member since:
2006-07-30

Agree completely. Even if a very small percentage of Windows users see the ad and think, hey I like that computer, I should try it, that would mean considerable sales for Apple.

Reply Parent Score: 2

google_ninja Member since:
2006-02-05

The first rule of advertising: When you are number 1, never mention your closest competitor. All you’re doing is giving them free advertising.


... except for that this is in response to apple doing the exact same thing for the last 3 years in their very successful "Get a Mac" campaign.

Like Thom said, these ads aren't about stealing mac users, they are about keeping windows users. You don't have to say your the best, all you have to say you are a viable option.

Reply Parent Score: 4

BlackJack75 Member since:
2005-08-29

Except Apple isn't number 1 (by far). For the little guy it's always much more efficient to diss the big guy. Everyone already knows and uses Windows, you've got nothing to lose.

For the big guy to even mention the little guy is indeed just drawing more attention to it. Believe it or not, outside the techie bubble are still a lot of people today who believe macs are dead and dissappeared in the 90's. That ads shows then they are still a choice and that they look better than the other devices.

Reply Parent Score: 5

StephenBeDoper Member since:
2005-07-06

The first rule of advertising: When you are number 1, never mention your closest competitor. All you’re doing is giving them free advertising.


Agreed. And creating a perception that they're the 500lb gorilla going after the little guy is also likely to backfire for Microsoft.

And personally, these ads also invalidate one of the few positive things I could say about Microsoft: "their ads may be dull-as-dishwater, but at least they're mature enough not to engage in the same sort of infantile triumphalism that you see in Apple's advertising." Not anymore, though.

Reply Parent Score: 2

sbergman27 Member since:
2005-07-24

"their ads may be dull-as-dishwater, but at least they're mature enough not to engage in the same sort of infantile triumphalism that you see in Apple's advertising." Not anymore, though.

First they ignore you.
Then they laugh at you.
Then they fight you.
And squash you like a bug.

Edited 2009-04-05 15:27 UTC

Reply Parent Score: 1

kensai Member since:
2005-12-27

You think apple is Microsoft closest competitor? It is not, they are not worried about apple a bit, they just try to wipe the floor with apple that is all. Steve Ballmer has said it alright, he is more worried by Linux than apple.

The day Microsoft mention Linux in one of their adds is the day Ubuntu will have more than a million downloads, MS does not want that. Apple they can mention, cause apple fills a niche not everybody likes apple, I do like it, but it doesn't fit my needs. So there you go.

Consider what Matt Rossof said,an analyst with independent research firm directions on Microsoft:
"Macintosh computers are a threat in precisely one market — upscale consumer PCs, a small part of the overall PC market,"

"Linux is a bigger threat because it competes in more areas such as server OSs, embedded systems and increasingly on client PCs with the rise of low-cost netbooks,"

Just for people to think about.

Reply Parent Score: 5