Duds, Not Slugs: Microsoft’s New Ad Campaign

September 5, 2008 at 10:23 pm (Uncategorized)
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What are you saying?

I’m a recent Mac convert but was excited to hear that Microsoft was preparing to launch a 30 million dollar campaign* which ‘will highlight how Windows has become an indispensable part of the lives of a billion people around the globe — not only on PCs but also now online and via mobile devices’.**  It’s about time. Since 2006, Microsoft has sat by silently as Apple’s Get A Mac campaign relentlessly bashed PCs (and recently Vista) for their perceived shortcomings.  I’ve always wondered if/when Microsoft would stand up and defend itself, hence my excitement about what was sometimes referred to as the ‘Windows, Not Walls’ campaign.

Well, my excitement cooled upon hearing that Jerry Seinfeld would be one of the campaign’s spokesman. This recently released ad confirmed my fears:

Okay, so when will the highlighting its indispensability start?

What a disappointment. Microsoft has no clear message, ignores Apple, and avoids the Vista topic. The commercial was about ‘nothing’. I’m not sure how beneficial Bill Gates’ appearance is but I felt Seinfeld was wrong choice of representative for the following reasons:

1. Celebrities carry a message with their image. In the public’s mind, the tv show character, Jerry Seinfeld, is the center of a show about ‘nothing’. He is self-focused, immature, passionless and unwittingly stuck in a rut. This is great fodder for Microsoft jokes but a terrible association for its advertising message.

2. The public doesn’t see Seinfeld as young, innovative, technologically savvy or significant. (This ad does nothing to remedy that).  In the Get A Mac ads, Apple consistently paints PCs as machines for the serious, the stoggie and the chronically un-hip. I see this ad as a sort of confirmation that Microsoft is indeed out of touch.

3. It is rumored that the few times Seinfeld had a computer in the show, it was a Mac.

Despite this, I hoped that Microsoft would surprise me with an out-of-the box campaign. So here’s to hoping that the next installment will knock the socks off the industry and bring the positive, competitive buzz that Microsoft needs right now. Based on the reactions I’ve seen to this ad, they have one more chance to make a great impression-and point to a direction.

Also, I’m hoping Windows, Not Walls is not the new slogan. If it is, then once again, Microsoft will need some marketing magic to make this work. I doubt that this campaign will improve but I  am pulling for Microsoft. I love my Mac but I also love a great fight.

Here is a Youtube video containing 15 Mac vs. PC ads. Brilliant marketing by Apple.

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*WSJ, 8/21/08

** http://www.microsoft.com/Presspass/default.mspx

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Creative Revenue Generation

August 16, 2008 at 8:52 am (Uncategorized)

 As of July 1, 2008, the state of California prohibits tax payers, family income earners, productive members of society and other drivers from using cell phones while operating a motor vehicle unless used with a hands-free device. If caught holding a cell phone to one’s ear, consequent fines could range from $20- $190. The amount of the fine is dependent upon the number of previous offenses and other fuzzy math.

 

Does the California legislature believe that these laws will make us safer? If so, where’s the evidence? A good number of studies conclude that the distraction caused by using the phone, not holding the phone, is responsible for many cell phone related accidents.  (Relevant links below).

 

And I’m not sure how a far more engaging activity, such as texting, is not illegal while driving.  To be fair, officers have said that one can be pulled over for texting if one is obviously distracted.   Obviously.

 

Some experts who doubt the effectiveness of a ‘hands-free law’ warn that its’ enactment may be counter productive in that in creates a false sense of security for blabbers. In an unsent letter thought to be from the former US Secretary of Transportation, Norman Y. Mineta, he states; * ‘We are convinced that legislation forbidding the use of hand-held cell phones, will not be effective’.  Such laws ‘may erroneously imply that hands-free phones are safe to use while driving.’

 

Our safety is compromised when our attention is compromised (eating, yelling at the kids, looking for that damn cd, checking out the hottie in the next car). So the purpose of this law must be either  to serve as A. a distraction (no, our legislators are really doing…something) or B. A new source of revenue to be plucked from those desperately trying to hold on to what’s left after visiting the pump. (In other news, the metro bus system is deemed ‘not so bad’ by folks who once arrogantly proclaimed they’d never be caught dead utilizing it).

 

On the first day of a new day in traffic, some Los Angelenos expressed their frustration on the talk show circut.  A few defiantly announced their plans to rebel against this latest chipping away at our individual freedoms by not changing how they use their cell phones, even if an officer of the law is nearby. And if they are pulled over while on the radio, SCORE!   People, the problem with this form of protest is that in the end, you lose (unless you can somehow finagle a reality show out of the deal-which is possible in LA).

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