Is PC the new black? Ask Microsoft
Microsoft is launching (another) new commercial campaign Thursday night. It takes aim at Apple’s “Mac vs. PC” campaign that has portrayed personal computers running Windows as clunky and uncool.
The commercial starts with a real-life Windows engineer who looks eerily similar to John Hodgman (the comedian who plays the role of “PC” in Apple’s commercials), saying “I’m a PC and I’ve been made into a stereotype.” After that is a montage of celebs and normal folk, saying “I’m a PC.” Microsoft co-founder Bill Gates, along with the aforementioned celebrities, makes an appearance in the ad.
The new commercial is easier to understand than the first series of ads from Microsoft that featured comedian Jerry Seinfeld. Microsoft said the Seinfeld ads were meant to be an “ice breaker” and get people taking about the company and Windows. (Although it could be argued that there was already a conversation about Windows, just not the one the company wanted.)
Microsoft Senior Vice President Mich Matthews , who heads up the company’s marketing efforts, said the goal of the $300 million advertising push is to “take back the PC brand” and its new commercial is meant as a “bear hug” to the PC stereotype being defined by its competitors.
The television commercials will also be joined by billboard, online and newspaper ads pushing the theme of “Windows vs. Walls” — the concept that Windows allows for a life without walls.
Update: here is the ad.