I’M NOT A PC, AND NO 4.5 YEAR OLD WILL CHANGE MY MIND
by Jason Miletsky
I don’t get it. I don’t get the campaign, and I don’t get the thinking behind it.
Why would Microsoft, which holds on to a crazy dominant share of the OS market, deliberately play into Apple’s hands – not only further legitimizing them, but in the process making Apple seem even cooler than they already are? Yes, Apple’s “I’m a Mac” campaign (one ad is shown below) brilliantly made themselves look like the choice of the young, hip, and artistic while making PCs look like the choice of Dungeon & Dragons players everywhere. But that doesn’t mean Microsoft needs to provide a direct response.
The first round of their “I’m a PC” campaign, shown below, features a montage of people looking proudly into the camera saying “I’m a PC,” none of them nearly as cool as the dude who plays the Apple in the “I’m a Mac” ads. Seriously, what was with the guy who said, “I’m a PC, and I’m human being. Not a human doing, not a human thinking, a human being.” What the hell can that possibly mean? I think I’d rather be a Mac, thank you very much.
Interestingly, if you really think about the dialog, Microsoft all but admits creative defeat, when the very first guy intros the spot by saying, “I’m a PC and I’ve been made into a stereotype.” The words been made implies that they weren’t a stereotype before, but thanks to Mac, they are now. I’m not sure that’s the impression they want consumers to walk away with.
The current round of the campaign focuses on individuals showing the world how easy PCs are to use. Not just any individuals – children. Children. For example, in the one posted below, adorable little Kylie demonstrates how she can take a picture of her fish Dorothy, edit the shot and send it to her mom and dad. She ends by running up to the camera and announcing “I’m a PC, and I’m four and a half.”
Honestly, I couldn’t care less what a four and half year old has to say about anything. She might be able to guide me to the best lunchbox, or fill me in on the last episode of Go, Diego, Go, but there ain’t no way Kylie is influencing me on which computer I should invest in.
In marketing, going head-to-head with a competitor is nothing new. The infamous cola wars of the 70′s and 80′s laid the groundwork for advertising as a bloody battleground. But the OS war currently being waged is proving that David can, in fact, take down Goliath, at least in a battle for mind share if not market share.
Maybe Microsoft’s campaign is working (I haven’t seen any numbers that prove success or failure), but to me it looks a little like Microsoft is just being a pouty child who’s gotten its feelings hurt. Instead, they would have been far better off – and looked a hell of a lot cooler – rolling out their own creative as if Mac didn’t exist, than feeling the need to go on the defense. The whole point behind the Mac campaign was to make Apple look edgy, and make Microsoft look nerdy. Is there anything more uncool that someone who can’t take a joke or throws a tantrum when they get picked on?
If Microsoft is determined to stand in the middle of the ring and trade punches with one of the best marketers in the biz, then they have to be prepared to out-smart, out-strategize and out-create them, or they’ll be unwitting partners in driving home the “I’m a Mac” message.
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I’M NOT A PC, AND NO 4.5 YEAR OLD WILL CHANGE MY MINDShort URL: http://www.getperspectives.com/?p=209
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Very interesting observation J. I watched all the ads and was not impressed by Microsoft’s response to MAC’s campaign. I think it was not creative at all. If anything, it was too much effort for such little impact. I mean, they had to bring a bunch of people to try to make their point across which wasn’t even clear, while Mac’s campaign only used one normal looking guy to do the job. I wonder how much money went into Microsoft’s campaign?. Watching Mac’s brilliant ads showed me that being creative is priceless!!!!!!
Miriam Pinedo
Well said. All of it. Well written too with the exception of the use of the non-word ‘ain’t’ LOL. However, the use of this non-word expressed an excellent point via the use of your unparalleled literary moxie
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While i agree that the Mac campaign is way edgier, and way more clever, Microsoft’s current campaign just seems to be sticking to what they know, what they’re familiar with. There are A LOT of people out there that find more comfort within the idea that things can be made “as easy as possible” for them. Lots of them also 1st learned how to navigate software and the internet on a pc. and now? just easier to stick with pc. Why learn something new? Why be cool when i can just be lazy?
. Its a sad state of affairs, i know, but at least 50% of the american public would still rather just stick to what they already know. 25% are our elders, and have never even seen a Mac, much less want to learn how to use one or make use of its cool graphics and/or its more creative software. They hear Mac and think mmm, Big Mac and a side of fries please, and dont forget the senior citizens discount! lol. and i’m sure they looove kylie, idnt she cute? lol. Shouldn’t a campaign appeal to the masses? and not just the cool kids?
Oh yea, and not to mention…don’t most colleges buy PC’s to accommodate their tight budgets (pc’s are cheaper, no?)and the various degrees of student capabilities? Just some thoughts to chew on. I could go for a Big Mac now!
Speaking of the Cola Wars, “I’d Like to Buy the World A Coke” is one of my all-time favorite marketing campaigns. But I wouldn’t buy a coke to save my life. If you’re a loyal PC fan or loyal Mac fan, is a great ad or a terrible ad really going to change your mind?
By the way, market share is everything.
I believe when people get too much into the education of marketing they forget who they are advertising to. What Bill Gates has seen and hopefully his marketing firm as well is the need to connect to the average american consumer. This being the case, we all know people like people like themselves even more so than the people they believe to “look” cool. The individuals on the Microsoft commercials are your common neighbors and friends. Also, no one really cares about the rest of what is said in the commercials other than “I’m a PC” due to the proper marketing techniques. This was an excellent response to the MAC commercials and truly reminded me of two children playing the dozen on the back of a school bus which most of Americans can relate to.
Best Regards,
Your Average Joe.
I’m not really sure this is a case where being in the business of marketing has created a blurred vision of the landscape. In fact, I’d point to a number of articles that show Apple’s got the right idea, including this one from PCMAG.com about how the company has moved into third place in the U.S. PC market (specifically, read the 8th paragraph down – not bad for such expensive computers). ComputerWorld also issued a more recent article about Apple’s continued increase in market share (with the current recession, I’m sure this will slow down or reverse considering cost).
I have to believe a large part of this growth are the years of branding that Apple’s done. In one of my books I referenced a very telling example: go into the Garden State Plaza, in Paramus, NJ, on any day. Check out the Apple store. It’ll be jam packed – good luck getting to the other side. Then go downstairs to the Sony Style store, but try and be quiet – you might wake up the sales people. The place is deserted. And this one mall is only one example.
But getting back to the “I’m a PC” campaign, there are a number of reasons I think it’s a misstep:
1. It’s reactionary. The mere fact the Microsoft had to respond to Apple at all makes them seem weak, un-cool and makes a very clear statement that Apple matters – that David can, in fact, harm Goliath.
It’s like the schoolyard bully who owns the playground and pushes everyone around. He’s in control, decides who gets to play with the good basketballs and collects everyone’s lunch money at will. And then one day one of the outspoken, smaller kids sticks up for himself and takes a jab at him. But instead of laughing it off or just pummeling the kid, the bully runs crying to one of the teachers. And with that, he loses respect and shows he’s not as strong as everyone thought.
2. It doesn’t say anything about what Microsoft or PCs actually do, or why they are beneficial. There’s no question that Apple’s “I’m a Mac” ads are part of an image campaign, but each spot still gives useful information. Some spots highlight specific features that make Macs great computers (like no viruses), while other spots highlight problems with Microsoft (such as issues with Vista). But they each say something. The “I’m a PC” ads say nothing about anything. And during a time when Microsoft is being slammed because of Vista, they can’t afford to market without messaging.
3. Apple’s ads present the brand as cool, young and hip without ever coming out and saying it. As I said, each spot is based on a specific point, presented in a cool fashion. Microsoft’s “I’m a PC” campaign is the opposite – they’re trying too hard. The campaign is basically the equivalent of them waving their arms around and shouting, “Look at me, everyone! I’m really cool!” If you’re cool, you don’t need to announce it. A tall guy doesn’t need to walk into a room and say, “Hi. I’m tall.” He just is. Same goes for smart, funny, contemplative – if you really are those things, then they don’t need to be stated out loud. “I’m a PC” is Microsoft’s way of saying, “Don’t listen to Apple – we really are cool and hip!” Is there anything less cool and hip than that?
I couldn’t more vehemently disagree.
1. Of course its reactionary. just like “average joe” stated, nothing wrong with a good game of the dozens. its entertaining to us simple folk. Doesnt make Microsoft appear weak. Makes them look like they can play too. Besides, i honestly don’t think the general public is putting that much analysis into Microsoft’s ad. Microsoft’s response campaign is clear, simple and defends those that arent as “cool”.
2. PC doesnt NEED nor are they required to to say anything to sell their computers. If someone is a faithful PC user, Mac’s ad will not sway them away from their computers and into their shiek world.
3. Microsoft is not saying “look at me look at me, im cool!”. They’re conveying quite the opposite. They are saying, we may not be as cool, but we are most certainly the simpler more user friendly choice. Stick with me, im a pc after all. i may be uncool, but i already dominate the market and you’re used to me. i’m just like you, joe schmo…and i’m not afraid to admit it. i’m a pc, and that’s ok.
3.
Cindi: to go point for point:
1. I agree. If you’re going to play the dozens, make sure you’re at least as good as the person you’re playing against. Apple is one of the most creative marketers out there. There’s nothing in the “I’m a PC” campaign that makes them a creative match for the “I’m a Mac” ads. Want proof? Check out this report by Visible Measures, which measured how viral each campaign has been. One passage in particular says it all:
Keep in mind, by the way, that Microsoft had a $300 million budget for their “I’m a PC” campaign – infinitely larger than Apple’s budget.
Microsoft wants to go toe-to-toe with Apple creatively? Fine – but then make sure campaign is as good if not better. Numbers don’t lie – clearly Microsoft has lost the war based on creativity: Apple has increased their market share and more people pass on their ads to other people, even though that campaign has been out far longer.
2. Microsoft doesn’t need to say anything about themselves? I think this more recent Apple ad says everything that needs to be said about that:
Out of curiosity, if you’ve ever used it….how do you feel about Vista?
3. I don’t see them saying the opposite at all. The very first guy to appear in the commercials is a Microsoft employee that walks out looking like the PC guy in the “I’m a Mac” ads, and he says, “I’m a PC, and I’ve been made into a stereotype” – and after that, they roll out a ton of people, some famous, some Microsoft employees, to try and show that the stereotype doesn’t apply. That PC users, are cool, hip, diverse, environmentally-aware…the whole reason for the campaign is to try and prove that Apple was wrong about them.
hmph. here’s just one more interesting point re: mac vs pc…which Microsoft maybe could have used in their campaign. Everyone’s going green. Businesses as well as Consumers. Doing so not only saves the Earth, but saves lots of money…
Apple’s policy of planned obsolesence with iPods, and non upgradable PC’s are a major source of toxic waste, and pollution in the production and disposal of them. contrary to popular belief a PC machine is easily updated by changing only a few parts. not the entire sytem. unlike an Apple where to get an update you need to replace the entire system.
Maybe Microsoft could have incorporated something like this into their campaign? Do you think by following the green trend, Microsoft might have taken a different direction with their campaign. Im a PC and Im green? LOL
Well, on the flip side…obsolescence helps the economy by creating a need for people to reinvest in equipment. Not necessarily a bad thing.
But on the environmental issue, here’s a good little ad by Mac (who apparently did think about the green movement in their marketing):
Plus, on the topic of “going green,” check out my post IS “GOING GREEN” FOR REAL, OR IT JUST A FAD?”