Microsoft Airs “I’m A PC” Ads; Makes More Sense

After what seemed to be a vague start for the new Microsoft Advertising Campaign “Windows, Not Walls” with Jerry Seinfield and no less than Bill Gates himself which generated quite a buzz (some positive, mostly baffled) Microsoft is finally doing it right (to me, at least).

To kick-off the so-called second phase of the $300 million worth campaign (though, i am still confused as to what they were trying to accomplish with the first wave of the ads because to me they were waste of airtime and money), Crispin Porter + Bogusky, the agency handling the project, decided to meet head-on with the known competition Apple.

Directly picking up from Apple’s Get-A-Mac ads (with the infamous I’m a PC, I’m a Mac), the new campaign turn’s the supposedly negative “I’m A PC” humdrum into something positive, smart and highly relatable. The new ad actually makes one smile and say “Hey, I’m A PC! And I’m cool too!” without sounding (and being) arrogant, narcissistic and holier-than-thou. The ad just shows how many people, from all walks of life (and not just the elitist) uses the PC; maybe not because it’s the best option in the market, but because it’s one that’s best and works for them; its the one that could give them what they need at the time and price they could afford.

And seriously, there’s nothing wrong with that. There’s nothing wrong with owning a PC. Like i always say, PC’s and Mac’s are just tools, they’re not suppose to be the anchor of one’s “pride” as a person.

However, the one thing that confuses me though is the branding direction of Microsoft on this. In as much as i think the new ads are fantastic , i still think that Microsoft needs to actually build on what the company really is: a software company. I think if and when they make and master an outstanding Operating System and have a great marketing and advertising campaign that would stress on how it could be installed and work at its optimum on whatever computer hardware you have, be it Apple’s or Dell’s or HP’s, then Microsoft could really, really be talking and communicating.

Take a look at the ads and tell me what you think.

Jerry Seinfield and Bill Gates headline new Windows TV Ad

And so finally Microsoft fought back. Or so it seems.

Yesterday the first of the new series of Microsoft TV Campaign premiered on US television. It was noticed, yes. Discussed, yes. Blogged about, yes. But was it effective? Did it deliver its message across? Or more so, did it deliver the right message to its target audience?

Sadly, no.

Personally, i have waited for this campaign to be shown since i first knew about it weeks ago. I must say, i was even excited about it. The campaign has been reported to be worth hundreds of millions of dollars and will come as a series of television commercials headlined by some of Hollywood’s elite stars. It will even be done by Crispin Porter + Bogusky, a Miami based agency responsible for the award winning ads of Burger King.

So i said to myself: good for you Microsoft. It’s about time you act on it and regain your stance. I am not a Windows fan neither am i an Apple fan. As i have said before, to me they’re tools to make one productive (and not religions to go all cultish about) and I use both operating systems in my daily life and whilst Apple has clearly the design+stability edge, Windows has the flexibility+interoperability advantage (well, at least before Vista came to be). I need these advantages, all of them, so i use them both.

BUT when i saw the ad, i was disappointed. BIG TIME. I expected more from Microsoft. I expected something different and cutting edge. Simple and on-target. I told myself: is this the ad that is suppose to help Microsoft re-establish Vista in the market? Is this the ad that will go head-to-head with Apple’s Get-A-Mac commercials?

For a campaign touted by Microsoft itself to “reposition (itself) to tell a better story about Windows Vista, to counter attacks by rival Apple and let customers know that Vista is finally stable and ready“, the commercial is pathetic. It lacks credibility.

First, the concept+message was vague, it did not hit the target. A television commercial is suppose to get you during the first ten (10) seconds so that you’ll actually watch it till the end and know what it’s telling you about. At least, that’s how I see it.

Second, i know the commercial is suppose to be funny and smart (hey, its Jerry Seinfield! Surprise! Surprise!). But it isn’t. What i find funny about it is Bill Gates himself being in it. The comedic approach to it seemed a bit off.

Third, a Shoe (Circus) shop? Big discounts? Conquistador? Mexicans? What was that all about? Couldn’t it be more tacky?

Okay, okay. I said to myself: Microsoft deserves its big chance. The company worked hard for years to give the world all those Service Packs for XP to make it the BEST operating system the planet has ever experienced! You give it a second spin.

Maybe the commercial is supposed to be interpreted as per every frame and the message is there, as per interpretation, within the: (a)Leather not fitting and being tight on Bill Gates, (b)Seinfield recommeding Conquistador and showcasing its “flexibility and adaptability”, (c)Mexicans being in awe/wondering about the Conquistador (dunno if its referring to Gates or to the shoes), (d)Bill having Conquistador on a BIG discount for having a “loyalty” card (hmmm, could this be a sign that Vista will finally be affordable?), and (e)Bill listening to the need/want of Jerry (Microsoft listens to the consumers! It does, really.)

So i watched it again.

And again.

And again. Just so i am sure to get a clear picture of what Microsoft is telling me.

And i think i got it.

It’s not a Mac.