By now, you’ve all seen Microsoft’s “I’m just not cool enough to be a Mac” television spot. (While I’m Mac-biased) I think it is one of the least effective TV ads in recent memory. From a marketer’s point-of-view, here’s why:
1. It is reactionary to a competitor that Microsoft dwarfs. Apple’s TV ads work because Mac is the underdog to Windows. Doing the opposite shows desperation and actually heightens the Apple brand. “Lauren” even visits the Apple Store first.
2. Promoting solely on price (Lauren can’t find a 17” Mac laptop for under $1000, but finds a Windows model for $699) can be a trap over the long haul. Is “hey, we’re cheaper” the only positive Microsoft can tout?
3. It further commoditizes the PC. That’s not good for anyone in the PC business, except for, maybe, Apple! Promoting value usually wins out. There’s no hint of the value (features, benefit) of a Windows PC in this ad.
Apple has maintained its price leverage in this recession by building a premium image and focusing on the value of its products. This is what’s driving Microsoft CEO Steve Ballmer crazy. And his response is not going down well. At a recent McGraw-Hill Media Summit, Ballmer said of Apple products, “No one’s going to pay $500 more for a logo.” One reporter noted this statement resulted in “audience gasps.”
However you look at it, the last three major TV ads coming from Microsoft (Seinfeld, Reconsider Vista, and this one) have all been reactionary, either to Apple or to the weak consumer and business response to Vista.
Did Ballmer just force these down the throats of the ad agency? They break too many marketing rules. One wonders what the Microsoft retail store will look like. On a positive note, the ads at least are watchable and Lauren is cute.
I must also say that the “not cool enough” comment resonated with me. The Mac TV ads, like some Mac owners, can tend to be a bit smug, sometimes a lot. I get concerned this could backfire for Apple.
(full disclosure: Cioffi owns AAPL shares)
