I’m a PC (kinda…but, not really)

The NY Times wrote a piece on Microsoft’s “I’m a PC” advertising campaign in September.  I know…I’m a little late to this party. 

In the article, titled “Echoing the Campaign of a Rival, Microsoft Aims to Redefine ‘I’m a PC’,” the NY Times the campaign to other David and Goliath stories of the past – Hertz vs. Avis, and Coca-Cola vs. Pepsi.  Sometimes the smaller player can sneak up on a market leader that is asleep – basking in the glory of being number 1.  As the article mentions, “ignoring the taunts [of the smaller rival] can damage images and sales.”

The article goes on to mention that when the mindless teaser ads about nothing – featuring Bill Gates and Jerry Seinfeld – started to run on September 4, the “buzz” on Microsoft was 25% positive and 13% negative.  Within five days, it had turned around to 28% positive and 8% negative.

It is said that counterstrikes like this are typical for Crispin Porter & Bogusky, the agency behind the campaign.  Rob Reilly, partner at Crispin Porter, said in the article, “you can ignore it, or you can find a clever way to embrace it, to hug it to death, to turn it to your advantage.” 

This is the same way that other companies have embraced a not-so-pretty image and made it their own.  Best Buy embraced the perception of their salespeople launched the Geek Squad, which has become a type of counter-culture – and the basis of the TV series, Chuck, about a computer geek who helps save the government from assassins and terrorists.  The Geek Squad members even present a fake badge when showing up at your door. 

I think that the “I’m a PC” campaign is genius – I definitely watch the commercials when they come on.  I’m anxiously awaiting Apple’s next move.

Did Windows Kill the Mac Campaigns?

Microsoft launched its new Windows advertising campaigns with Bill Gates and Jerry Seinfeld talking about nothing.  Many Microsoft supporters said that the ad was to prove that Windows users are just as smart and witty (if not more so) than Apple users.  But it seems that the ads were just the “WTF?” pre-cursor to the heavy-hitting “I’m a PC” roll-out.

In the third installment of the $300 million campaign, Microsoft finally gets to the point with its “I’m a PC” ad.  The commercial is smart – a perfect rebuttal to the long-running Apple campaign.  But, my real question is, “did this new commercial kill the current Apple campaign?”  The PC from the Apple commercials – real name, Sean – appears in the “I’m a PC” commercial for Windows.  He can’t possibly appear in both moving forward, right?  He’s an integral part of the Apple campaign, but he can’t make fun of Vista and then appear in a Windows commercial talking about how great it is….right?!?  I feel just as confused as when I saw Carey Hart in the new Pink video where she calls him a tool and pokes fun at their divorce.  

If this is the case, and Windows was able to woo Sean away, then I must say that is genius.  As much as I absolutely love the Apple commercials, this is a very quick way for Microsoft to squash the Apple campaign and it gives them time to undo some of the brand damage.  The “I’m a PC” commercial (which can now be seen at http://windows.com) is a very classy way for Microsoft to finally voice themselves after such a long silence.

Oh, this could be the end of an era.  I’m anxiously awaiting Apple’s next move.

And, just in case you were wondering – I’m a hybrid; a PC at work and a Mac at home.

***UPDATE***

Matthew is correct – as always.  The gentleman in the Microsoft commercial is a look-alike.  Great rebuttal, though!