Category: Technology Author : Steven Hodson Posted: April 4, 2009
Tags : advertising, Apple, i'm a pc, laptops, microsoft
Ever since the original Laptop Hunters ad with actor – slash – cutsy consumer Lauren first hit the web everyone; well most everyone needing something to talk about, the new ad campaign from Microsoft has been pro’d and con’d to death. Much of the talk has centered around the PC vs Mac angle of the campaign with people from either side of the Mac and PC fence trading barbs back and forth.
With the new ad released to the web just today the barb trading continues with much of the talk about how Microsoft isn’t talking about Windows in the ads. Here’s a sampling from around the web today on what is being said
But what’s odd once again about this commercial, is that Windows is never mentioned. It could have just been a fluke during the Lauren commercial — perhaps that part was on the cutting room floor — but now it’s apparent that Microsoft has no intention of touting its product in its commercials. Instead, this is like an HP advertisement, just as the Lauren commercial was.
But the weird thing to me about these ads is this: They never mention Windows or argue that the presence of Windows on a computer is a selling point. Instead, they treat the OS as being pretty much irrelevant to the buying decision.
Let`s step back for a second and think about the one major thing that all the social media wannabe experts and PR mavens have been saying about the importance of brand. That`s right – it`s all about building and talking about the brand.
So sure Microsoft isn`t taking about Windows in these ads because that isn`t the brand that is important right now. What is important is the Microsoft brand and by default the PC brand because everyone knows that when you say PC you are talking about Microsoft. That is why it is Microsoft forking over the (pretend) money for the laptop hunters to buy that laptop with and not Windows.
Microsoft is the one that is trying to rebuild its brand in these ads not Windows because by default if you buy a (Microsoft) PC you are also buying Windows. Why fight a war on two fronts when you have it won on one front (Windows on PCs) when you only need to be fighting on one – that being getting people to believe in Microsoft again.
This has nothing to do with Windows and everything to do with Microsoft.
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Apr 4, 2009
I dont know that the branding even comes down to Microsoft. Pretty much Microsoft could throw the money behind advertising any brand of PC, be it HP, Acer, Dell, Toshiba, or any other brand, and they are promoting buying something that almost without exception comes with Windows.
There use to be a time when you could go and find brand that you could purchase the Laptop and choose to buy the OS or not, this time is past with almost all brands being sold as a package Laptop and Windows.
Apr 5, 2009
Nice theory.
Doesn't work, though. They don't mention Microsoft either. There's a Windows logo somewhere in the middle. There's also a Windows logo at the end, with the word “WINDOWS” beside it, plus the URL “windows.com”.
So which brand is it they are advertising? Not Microsoft, that's not mentioned and not shown. Windows?
The one brand this is advertising for sure is “PC”. But Microsoft does not 'make' PCs; they're part of a large conglomerate of companies that contribute to the “PC”. Microsoft may make the essential part, but that's like saying that Shell is making gasoline powered cars. And Microsoft is ill-advised to attack Apple with advertising “PC”, as Apple has already established, years back, that Macs are PCs, too, since they can run Windows now.
I wonder how their partners, who are not mentioned, think about this campaign. So far, we only have seen HPs. What about Dell, Sony, Lenovo, etc.?
Apr 5, 2009
east-window事发, hum….
成语典故: 比喻阴谋已败露。
成语出处: 明·田汝成《西湖游览志馀·佞幸盘荒》：“可烦传语夫人，东窗事发矣。”
例句: 我早间见那做娘的打庆奴，晚间押番归却，打发我出门，莫是“东窗事发”？（明·冯梦龙《警世通言》卷二十）
据明田汝成《西湖游览志馀·佞幸盘荒》载，宋元间传说， 秦桧欲杀岳飞时，曾与妻子王氏在东窗下密谋。后桧游西湖，舟中得疾，见一人披发厉声曰：“汝误国害民，吾已诉天，得请矣。”桧死后，在地狱备受诸苦。王氏给他做道场，并派道士去探望他，他对道士说：“可烦传语夫人，东窗事发矣。”后因以“东窗事发”或“东窗事犯”概指此事。亦用以喻阴谋败露，自食恶果。
Apr 10, 2009
Good information.
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