Microsoft's latest ads don't suck

by Brad Linder Sep 19th 2008

Microsoft has rolled out phase two of its new advertising campaign. As expected, it's Jerry Seinfeld-free and Bill Gates-light. And it's surprisingly charming. While Apple's Mac vs. PC ad campaign tries to paint Mac as hip and cool and PCs as stodgy and difficult, Microsoft's new campaign shows that many different kinds of people use PCs in many different ways.

The ads don't mention Windows Vista. But the goal isn't necessarily to get you to rush out and buy a copy of Microsoft's latest operating system. Instead, this is a brand-building exercise. It's a way of getting people to feel good about the company.

Of course, the problem about tying your message to the term "PC" instead of Windows or Microsoft is that there's more than one operating system that you can run on a PC. Still, I'd rather watch these ads than the Seinfeld/Gates show anytime. You know, if I didn't just skip past the ads on my PVR.

What do you think? Are the new ads better than the old ones? Better than Apple's? Do they make you want to go out and buy a PC? Or hug Bill Gates?

You can check out some of the new ads after the jump, courtesy of TechCrunch.

Tags: ads, microsoft, pc

Reader Comments (Page 1 of 2)

Dionisio said 1:57PM on 9-19-2008

Nice! Although I did enjoy the Gatesfeld sitcom while it lasted.

hazard said 7:56AM on 9-20-2008

I was hoping for more Seinfeld stuff too. These new ones are slick with a simple premise but ultimately boring. I say bring back the Bill and Jerry show.

mrkellar said 2:31PM on 9-19-2008

The problem is that while the Apple ads have the actors personifying computer systems the microsoft ads have people identifying themselves as computers (or computer systems if you'd like). The former is endearing while the later is just creepy.

glacia said 2:31PM on 9-19-2008

Very cool. I particularly like how they took on the Apple swiftboat ads but didn't sink to that level. Bravo MS for being creative but not juvenile...

Jeff said 2:42PM on 9-19-2008

The Seinfeld/Gates ads were getting better. They stopped making me look at the TV with that look a dog has when it hears something weird and cocks its head back and forth as if to say "What the hell is that?!?"

Here's what bugs me about this "PC/Mac" thing.

Aren't ALL computers "PC?" PC stands for "Personal Computer." A Mac is a "Personal Computer."

So not only can you run multiple versions of Linux, Windows, or other systems on a "PC" - you can run MAC on a PC - since a Mac IS A PC!!!

V said 10:43AM on 9-20-2008

True... But we live in a silly, silly world.

.-

SleepingPanda said 11:29PM on 9-19-2008

Wasn't it Apple that identified theirselves/product as "Mac" and subtly branded any/all Windows based computers as "PC"? Mircosoft simply went the non-juvenile route with these ads by identifying that there are way more "PC" users/lovers than there are for the "Mac".

a said 8:54AM on 9-23-2008

False. You can't run mac on a windows pc, smart one.
Furthermore, stop trying to fight the system, the term PC has been merged with windows to a point that PC literally means windows. There's no use trying to fight it on technicality, so just quit it.

Platinum_Skeet said 5:20PM on 9-24-2008

Everyone knows you can run OSX/Mac's OS on a PC. Ever since they Mac went with Intel processors there's just no reason to.

What would be the reason a Mac OS couldn't run on PC they use the same parts?!?

Mac users have made it the way it is today. If you've ever talked to someone on a Mac when you ask them "What operating system are you using". They reply don't reply OSX "They say I'm on a Mac"...

noel said 2:55PM on 9-19-2008

I like the new ones. funny that everybody is talking about how bad the other ones were - wait - isn't that the point of advertising/marketing? To get everyone talking about your product?

Peter said 3:55PM on 9-19-2008

"Microsoft's latest ads don't suck" - Yes they do. They're just as pointless as the Seinfeld ads.

What Microsoft should be highlighting is the plethora of software available for Windows and the lower price of Windows machines. Those two things are what really makes Windows stand out over Macs, and they are both important to people who might be considering switching.

iuqiddis said 3:56PM on 9-19-2008

I think you're thinking about it the wrong way. They aren't trying to sell any product directly right now. With all these ads they are trying to fix their tarnished image. Once people start actually...i guess liking..or not hating...their company , they will probably start talking about vista and the stuff you mentioned.

Todd said 4:05PM on 9-19-2008

Cut to the chase - sit a regular people, pulled off the street, not actors and have them install a piece of software on both Vista and Apple. Don't cut away, just let them sit there and go through the whole process start to finish. Post the videos on a neutral party site, YouTube or whatever.

Then ask them which they would rather use.

Peter B said 4:27PM on 9-19-2008

Todd, sit those same people down and ask them to install a pedal on a push bike or an engine in a car they are still going to want the car even if its more complicated to install an engine. Because most people are not interested in installing software or engines. They just want it to work

muddyh2o said 4:27PM on 9-19-2008

anything is better than looking at bill gates trying to be cool or funny.

Mike said 4:27PM on 9-19-2008

Arguing between PC and Mac is pointless because you can now put Windows on a Mac, and (in some cases) have it run BETTER than a PC of comparable sepcs. In this perspective, Macs are better, hands down!

CPTStewart said 7:55AM on 9-20-2008

Except for the fact that a Mac costs 2-3 times the price of a comparably spec'd PC.

Chris said 6:28PM on 9-19-2008

These ads don't suck. They are branding, intended to help PC users feel good, even proud, about being PC users. And they are one big, fat, PC Pride parade.

An added bonus is that these ads effectively force Mac to scrap their wildly successful "I'm a Mac/I'm a PC" campaign. Microsoft is denying Mac the territory they once exclusively owned. Fare thee well, Mr. Hodgman. We hardly knew ye.

I'm a Mac user, absolutely, but I think this is a smart move on the part of Microsoft and CP+B.

http://notchweiner.com

dano272 said 7:59PM on 9-19-2008

Completely agree with this comment that these ads effectively neutralize the mac ads. Now when mac starts doing their I'm a mac and I'm a PC shtick - they'll also be making fun of the guy who sells fish.

ALex said 6:28PM on 9-19-2008

In a world without walls, who needs gates or windows ?!?

ALex - I'm RadHat

| 1 | 2 | Most Recent | Next 20 Comments

Featured Time Waster

Civiballs is a beautiful, soothing physics puzzle Time Waster

I have an absolute weakness for physics games, and while Civiballs isn't the strongest physics-based game, what it lacks in the physics department it makes up for a few times over in style and fun.

In Civiballs, you are presented with a few colored balls, and your goal is to get those balls into the same-colored urn on the level. The "civi" part of Civiballs is that there are 3 sets of levels to play, each representing a different civilization. While the civilization doesn't affect gameplay, the artwork for each level is beautifully themed to it's appropriate era.

To play the game, you are given only one tool - a sword with which to cut the chains that are holding the balls. The puzzle part of the game is in figuring out what order, and with what timing to cut each chain. Do it right, and all the right balls end up in the right urns, with no stray balls entering an urn (a no-no). Do it wrong, and you get to start over again.

Civiballs is not terribly deep on gameplay; the entire game can be completed in about 15 minutes. But if you enjoy this type of game, it will be a very enjoyable 15 minutes.

View more Time Wasters