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)
What do you guys think? It seems like Microsoft is trying to counter the "Mac vs. PC" ads that Apple puts out, yet, Macs run Windows. It seems like it would be in Microsoft's best interest in the long run to make it illegal to run Windows on a Mac, the way Apple doesn't allow OSX to be run on a PC. Do you think that Microsoft will prevent Mac users from using future releases of Windows?colanth: that is true, but think about it. Say the PC market really gets killed because of this and the majority of people now own Macs. Well, now Microsoft has some real competition, because do you really think most people who own a Mac are going to choose to run Windows instead of OSX since so many people seem to think OSX is better?
Posted by: Best Man Speeches | April 27, 2010 at 10:29 PM
Apple's got the feel. Microsoft's got the market. Once that is accepted, I think there should be no desperate attempts to try and be what one is not.
Posted by: Robin | June 04, 2009 at 07:05 AM