For years Microsoft endured Apple's abuse, as its competitor aired scores of commercials, slowly convincing computer users that Windows was an error-prone, virus-burdened, inefficient, impotent OS. Now Microsoft has fired back with the culmination of its $300M USD advertising counterattack -- a series of pointed commercials developed by Crispin Porter + Boguksy.
In the first commercial, a “Laptop Hunter” named Lauren looked at Mac computers only to find them overpriced. Commenting that she "wasn't cool enough" for a Mac, she ended up buying an HP notebook instead.
Now a second commercial has come out and is looking to continue the attack on Apple. In the new commercial, a young engineer and recent college graduate named Giampaolo goes hunting for a laptop when offered $1,500 by Microsoft's secret ad agents. Giampaolo goes to a number of shops, including an Apple store.
While impressed with the Apple MacBook Air’s looks, which he calls "so sexy", it’s what he finds inside that is ugly. Giampaolo, who labels himself as "tech-savvy", instead chooses the HP HDX 16 -- a PC with an Intel 2.4GHz Core 2 Duo, NVIDIA GeForce 9600M GT graphics, 4GB of RAM, and a 500GB drive, which he finds at his local Fry's Electronics. He gets the computer for $1,099. A comparable machine with a smaller 15" screen (albeit with "Millions of Colors"), would have cost $2,499 at the Apple store.
Pocketing over $300 after taxes, he comments, "Macs, to me, are more about the aesthetics than they are the computing power. I don't wanna pay for the brand, I wanna pay for the computer."
Giampaolo ends up taking home the computer and a little extra money. Of his purchase he says, "You can't beat that."
Critics of the first commercial aren't likely to be happy with the second. Some are accusing Microsoft of favoritism of HP computers (both shoppers picked HPs) or have gone as far as to claim the commercials are scripted. Crispin Porter + Boguksy insists that they're 100 percent authentic.
Whichever side of the aisle you fall, it’s clear that Microsoft is targeting its rival much more aggressively. In particular, it's making a strong case that Apple users pay for the brand, not the computer, a message driven home both by Microsoft CEO Steve Ballmer, and by the new commercial
You can watch the latest commercial here.
quote: Not to say they're the only computer manufacturer that does it - not even close.
quote: A comparable machine with a smaller 15" screen (albeit with "Millions of Colors"), would have cost $2,499 at the Apple store
quote: Exactly what I was thinking. They could at least do a good job of comparing models. Though I guess the general public would just believe anything they hear in a commercial over actually doing work. The three things he mentioned being important to him were portability, battery life, and power. Let's compare the model he bought to a MacBook. Note I'm actually comparing the HP recommended, upgraded version of the laptop he bought, which should be even better comparison for HP, right?
quote: I found the Apple screen is less reflective
quote: 1200x800 vs 1366x768 - the pixel count is virtually identical -- all that happens is that you trade a bit of height for extra width
quote: Some people will want you to believe that Apple hardware is magically better, but that is a falsehood.
quote: What makes Apple products superior is how their software works so seamlessly with the hardware that they choose to put in it
quote: Another protection of Macs against viruses is the lack of large corporate deployments based on Mac OS.
quote: mind if you spring for dinner since you don't seem to value you money, might as well have it benefit me
quote: So in your opinion you choose between letting apple get away with it which makes MS look bad, or you fight back which also makes you look bad, great choices.
quote: Go pull your head out of your ass for a second and use the brain that was given to you.
quote: Apparently you still can't use your brain
quote: And I would hardly consider DailyTech a blog.
quote: So in your opinion you choose between letting apple get away with it which makes MS look bad, or you fight back which also makes you look bad, great choice
quote: Apple has no similarly priced offerings, other than the MacBook (original) which has grossly inferior hardware
quote: it's certainly not as good as OS X, or even it's predecessor, in a number of areas.
quote: Because, an HDX 16 weighing in at more than 7lbs isn't portable by anyone's measure. And even the most recent Anandtech review of the Dell XPS 16 shows Apple laptops offer superior battery life characteristics.
quote: they could probably expand their marketshare at a noticeably faster pace
quote: As I am an anti-Vista IT person and using the beta of Windows 7, I really do think W7 has so much more to offer
quote: Funny, most IT people that know how to do their job have no problem with Vista.
quote: Most Adobe stuff ran better on the OSX
quote: OSX is just too beautiful as a desktop environment, it takes the choice of hardware away from you
quote: OSx86 runs pretty much on most HP and Dells already
quote: The responsibility of driver development had been pushed down to hardware vendor's
quote: Of course I don't have sideburns or wear limp-wristed turtleneck sweaters. So maybe that disqualifies me.
quote: And a valid point I'll bring up is that Mac fans may say "PC users don't have the Choice of what OS they run, they're stuck with Windows".
quote: What I would give to see an ad with the Mac guy shot by a M4 rifle
quote: MSFT has made much more money off Vista than Apple has off OS X
quote: Not true. Both Apple and Microsoft are software makers at heart.The only difference is the bundling tactic. Apple bundles its software with its own hardware(BTW, Apple doesn't manufacture the hardware. It designs it and then contracts out to Taiwanese manufacturers like Quanta) Microsoft bundles windows through lucratic contracts with Dell and HPs. Both are technically against the consumer's freedom to choose software.
quote: Apple's competition is Dell or HP or Sony, not MS
quote: saying they make all their money from hardware wouldn't really be correct