The more I watch Microsoft’s new ad for Windows, the more I like it.
The ad, which debuted on Thursday night, successfully counters the idea promoted by Apple that PCs are bumbling buffoons personified by prematurely middle-aged businessmen.
Instead, the ad convincingly portrays the PC as part of global culture, unpretentious and down-to-earth.
The ad starts with a John Hodgman-alike Microsoft engineer, who proudly declares: “I’m a PC, and I am not alone.” It then swings through Europe, Africa, America and back again, showing people of all nations declaring simply one after the other: “I’m a PC.”
It ends with author Deepak Chopra, who says: “We are all a PC, inseparably one.”
Watch it carefully. The people and locations of the ad clearly reflect Bill Gates’ concerns about the world: disease, poverty, education and opportunity. Bill Gates makes a appearance (a welcome one. I admire him giving away his money), and there’s quite a few people from developing countries in this ad: something I’ve never seen in Apple’s marketing.
They’re real people, with accents and bad teeth (like me). I find it a refreshing antidote to the fake youthfulness of Apple’s iPod silhouettes and the insufferable, elitist hipster who personifies the Mac on TV.
I like Microsoft’s new ad because it portrays the PC through the very ordinary people that use these machines every day — and some extraordinary ones. It’s the opposite of Apple’s phony lifestyle advertising. It’s refreshingly egalitarian. It’s like “The Wire” versus “Law and Order.” Plus, there’s no sign of Jerry Seinfeld.
UPDATE: Two more new ads after the jump.
“I’m a PC and I wear glasses.”
“I’m a PC and I’ve been made into a stereotype.”