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.”
Leander Kahney is the editor and publisher of Cult of Mac.
Leander is a longtime technology reporter and the author of six acclaimed books about Apple, including two New York Times bestsellers: Jony Ive: The Genius Behind Apple’s Greatest Products and Inside Steve’s Brain, a biography of Steve Jobs.
He’s also written a top-selling biography of Apple CEO Tim Cook and authored Cult of Mac and Cult of iPod, which both won prestigious design awards. Most recently, he was co-author of Cult of Mac, 2nd Edition.
Leander has been reporting about Apple and technology for nearly 30 years.
Before founding Cult of Mac as an independent publication, Leander was news editor at Wired.com, where he was responsible for the day-to-day running of the Wired.com website. He headed up a team of six section editors, a dozen reporters and a large pool of freelancers. Together the team produced a daily digest of stories about the impact of science and technology, and won several awards, including several Webby Awards, 2X Knight-Batten Awards for Innovation in Journalism and the 2010 MIN (Magazine Industry Newsletter) award for best blog, among others.
Before being promoted to news editor, Leander was Wired.com’s senior reporter, primarily covering Apple. During that time, Leander published a ton of scoops, including the first in-depth report about the development of the iPod. Leander attended almost every keynote speech and special product launch presented by Steve Jobs, including the historic launches of the iPhone and iPad. He also reported from almost every Macworld Expo in the late ’90s and early ‘2000s, including, sadly, the last shows in Boston, San Francisco and Tokyo. His reporting for Wired.com formed the basis of the first Cult of Mac book, and subsequently this website.
Before joining Wired, Leander was a senior reporter at the legendary MacWeek, the storied and long-running weekly that documented Apple and its community in the 1980s and ’90s.
Leander has written for Wired magazine (including the Issue 16.04 cover story about Steve Jobs’ leadership at Apple, entitled Evil/Genius), Scientific American, The Guardian, The Observer, The San Francisco Chronicle and many other publications.
Leander has a postgrad diploma in artificial intelligence from the University of Aberdeen, and a BSc (Hons) in experimental psychology from the University of Sussex.
He has a diploma in journalism from the UK’s National Council for the Training of Journalists.
Leander lives in San Francisco, California, and is married with four children. He’s an avid biker and has ridden in many long-distance bike events, including California’s legendary Death Ride.
You can find out more about Leander on LinkedIn and Facebook. You can follow him on X at @lkahney or Instagram.
