PC?
September 22, 2008
Microsoft recently launched the second phase of it’s new “Windows Not Walls” ad campaign. The first phase, featuring Jerry Seinfeld and Bill Gates engaging in strange conversations, was wisely pulled from the air waves early. It was widely panned for its high price tag, being difficult to understand, and not mentioning a product. It did get people talking, but not really in the way one would hope spending 300 Million Dollars would.
Now, Phase 2 is much different, and in my opinion much more effective. These ads take the “I’m A PC” theme that Apple has so brilliantly created, and turn it upside down. They feature real people – some of them famous and some just regular folks – stating “I am a PC, and I _____” (fill in the blank with some trait or task associated with the speaker.)
I found the ads to be pretty engaging. I am a big believer in story telling as a vehicle for Marketing, and each speaker conveys a concise and unique story about themselves and their relationship to Microsoft. As a viewer, I was intrigued to see who was next and what they did? I was interested. The ad did a great job of making the point that Microsoft has relevance to real people doing real things. It was sort of the antithesis of the Seinfeld ads.
Another positive feature of the ads was the focus on the user. The ads don’t speak to features and functions, but rather to the real world applications and desired outcomes and of using technology. It is a shift in tone, and one that Microsoft should embrace wholeheartedly . This should go way beyond ads, and should be at the heart of every action the company takes. “How does this help make people’s lives better?” This should be the mantra that the firm embraces in all its decisions and actions.
It will be interesting to see if the story told in the ads matches the real world story that people experience with Microsoft. With competition coming from every angle, ads alone will not suffice. Still, the campaign is a step in the right direction.
For the record… I’m a Mac / PC / Ubuntu Linux Mutt who views the OS as increasingly irrelevant in a web based world - all good and well until a hurricane blows through Ohio, knocks out power, renders the web inaccessible, and makes television ads unavailable, at which time I am a human being.
What do you think of the new ads?
What do you think of the new Microsoft "I'm A PC" ads?
- Those Microsoft Ads are Great (43%, 12 Votes)
- Those Microsoft Ads are Awful (39%, 11 Votes)
- Microsoft Ads... What Microsoft Ads? (18%, 5 Votes)
Total Voters: 28
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3 Responses to “PC?”
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David,
I agree. Microsoft needs to convey the message that they can enrich user’s lives with the interactions on Microsoft’s software and the rest of the world. It really is an extensive of ones being and should be viewed and marketed as such. I am too looking forward to the follow through.
We will see!!!
In a world without walls, who needs windows?
Sledge,
Great point – You are referring to the new slogan for Microsoft Windows – Windows not Walls. I was discussing that idea just a few days ago. Why would you need windows if there were no walls? Funny stuff. Thanks for the comment.