Content Marketing Today

Now, Microsoft Advertising Gets Authentic–and It Works!

Out with Seinfeld and Gates and in with a real computer buyer.

There were lots of problems with the short-lived Bill Gates Jerry Seinfeld ad campaign.  In fact, we had a lot of fun trashing it last year.  Fundamentally, they did nothing to address the concerns of Microsoft customers or to solve their problems.  Basically, they featured two wealthy guys engaged in a meaningless dialogue that appeared to be complete self-indulgence on the part of Microsoft and its agency.  Fortunately, that ad campaign was put out of its misery quickly.

Their new campaign couldn’t be more authentic or more effective.  The campaign is designed to counter the very effective Apple Mac versus PC commercials which positioned Microsoft as uncool and Apple as hip and happening. I think it works like gangbusters.

Now, we are introduced to a charming, but real young woman named Lauren who is offered $1000 to purchase a laptop by an anonymous research firm.  She is not directed to buy either an Apple or a PC.  She is not told that Microsoft has any involvement in the project.

First, she heads off to an Apple store but discovers only one 13” laptop within her price range.  Lauren concludes that she is perhaps, not cool enough to buy a Mac. She then goes to a big computer store which has tons of laptops that meet her needs and that fall within that $1000 price range .

This commercial is the beginning of a laptop series which should be very effective at countering the cool Apple image with a reality dose of affordability. Microsoft’s focus is right on the money in challenging economic times when value looms large in all of our buying decisions.

I particularly like the fact that they did not criticize Apple or suggest that Apple products were inferior.  Instead, the Microsoft commercials make the simple but compelling point that you will find a wide range of capable PC laptops for less than $1000.  And they use their real person, Lauren, to tell the story.

Of course, the fact that they do tell a great story makes these television ads especially effective.  We had no idea what Bill Gates and Jerry Seinfeld had to do with us and with our computer related issues.  On the other hand, we can easily empathize with Lauren’s search for an affordable laptop.

Below is the Lauren commercial.  See if you can identify with her and what she’s trying to accomplish.