PC user in “I’ve got a beard” shocker!
Leander already wrote about the new Microsoft ads, noting that they convincingly portray “the PC as part of global culture, unpretentious and down-to-earth”.
But, really, they say very little. Instead of finding these adverts a refreshing antidote to the brash and somewhat tiresome arrogance of Apple’s ads, they just come across as a feeble and overly defensive response, like a weedy geek whimpering “stop picking on me, dammit!” Microsoft should have blazed on to the scene, proving its worth and reasoning why it’s better than Apple, or at least hammered home its point with a little humor.
Instead, we get dry, by-the-numbers, designed-by-committee adverts that are borderline nauseating. Little more than a self-congratulatory pat on the back, they tell us what we already know: lots of people use PCs, and PCs can be used for diverse things. Thrilling. They don’t say lives can be made better by using PCs, nor do they provide any compelling reason whatsoever to check out Microsoft’s output over the competition. (Possible exception: beard lovers.) They’re also dull, unimaginative and unoriginal, riffing weakly off of Apple’s ideas, rather than Microsoft coming up with its own. While that might make them very relevant to Microsoft, that doesn’t make them good adverts.
Apple’s gains on Microsoft haven’t been down to advertising—in fact, one might argue that Apple’s advertisements actually put many people off the brand. Instead, they’ve been down to user experience, and rallying against complacency. Until Microsoft can offer similarly persuasive arguments, I can’t see its adverts convincing anyone to stick with ‘PC’, let alone switch to it.