Microsoft skewers Mac with new Surface Book ads

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The Microsoft Surface Book  is a tablet and laptop in one.
The Microsoft Surface Book is a tablet and laptop in one.
Photo: Microsoft.

Microsoft is taking a page out of Apple’s marketing playbook for its newest ads promoting the Surface Book, and the company threw in a few digs at the Mac while they were at it.

Rather than just focusing on the product, Microsoft’s new ads add a human touch by focusing on how the device has changed some professionals’ workflow. First up is photography Tim Flach, who uses a Surface Book and Surface Pen to precisely edit his incredible animal photography. If owning a Surface Book gave me killer shots just like Flach, I’d ditch my Mac too.

“Being able to use a pen like this on the screen directly with the image gives me a different relationship to it,” says Flach. “And I just can’t do that on my Mac.”

Check it out:

Microsoft’s second ad features former Harvard professor Ryan Spoering, who utilizes the Surface’s flexibility to help solve some of organic chemistry’s biggest mysteries. Spoering’s 2 minute ad doesn’t include any Apple disses but it’s interesting to see how easily his Surface workflow switches seamlessly from work to play at home.