Linked by Thom Holwerda on Tue 26th Nov 2013 23:03 UTC
Microsoft

Microsoft has enlisted the reality-television series "Pawn Stars" in its ongoing campaign to bash rival Google.

An online video ad released Tuesday mimics the plot set up of "Pawn Stars," which features people toting precious or odd objects for appraisal at a Las Vegas pawn shop. In Microsoft's fictional telling, a woman is trying to trade in a Chromebook, a no-frills laptop powered by Google software.

"The only problem with Microsoft is they just have no taste, they have absolutely no taste."

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siraf72
Member since:
2006-02-22

I think generally it's best to avoid mentioning competitors. Quite obviously at a most basic level you're providing them with free advertising. However in some instances it does make sense. The old “I’m a Mac, I’m a PC” campaign was great.

- Apple was coming back form obscurity
- Apple was the underdog and mentioning MS in the ad raised Apple’s profile by taking on the dominant force in the industry.
- Apple was redefining itself as cool against the an MS that was getting stale. because..
- Apple was pitching it’s benefits and comparing them to the status quo.
- It was funny (ish). It was mocking MS without being belligerent.

This MS ad however ticks all the wrong boxes:

- a big company calling out another big company is just acknowledging they’re in the same league
- It’s not funny
- It’s very forced and awkward
- No mention of what makes MS good, only what makes Google bad.

It comes off as desperate and awkward.

Ads are are largely subjective but one can objectively (through sales figures, audience reactions, etc) say the “I”m a Mac, I”m a PC” campaign worked well for Apple. Also, one can can subjectively say the MS’s Pawn Star ad is just terrible. (shame because I quite enjoy the pawn stars show).

Reply Score: 4

BlueofRainbow Member since:
2009-01-06

I fondly enjoyed those "I'am a Mac, I'm a PC" ads.

I also remember an earlier message - "Mac's works right out of the box". As a parent, I could relate to the poor dad opening up a new computer and setting up the internet connection and his son simply saying "I'm going over to his friends because they got a Mac".

When refering to competitors in advertisement, it seems that focusing on the strength of the product (whether imaginary or real) and with some humour has more lasting impacts than attack/negative ads.

On the other hand, if software giants and politicans alike would take note of this, then there would not be much left to bash at?

Reply Parent Score: 2

JAlexoid Member since:
2009-05-19

That is slightly different to when a bigger player mentions a smaller player.
Apple needed to show that they can compete with Windows systems, because they are a smaller player in the market. Droid Does commercials needed to show that they can compete with iPhone.
Mentioning or implying your competitor works only when you are comparing your product and pointing out something better or equivalence. Otherwise it's free advertising to a smaller competitor.

Reply Parent Score: 2