Microsoft’s goes on the offensive with a really bad ad
Microsoft has a new ad that is getting a lot of attention.
The punchline: Microsoft Windows laptops are cheaper than Macs.
The ad is a reflection of Steve Ballmer’s line last week:
“The economy is helpful,” Ballmer said at a conference today in New York. “Paying an extra $500 for a computer with a[n Apple] logo on it doesn’t make a whole lot of sense in this economy.”
I think the ad is odd and misguided:
1 - Instead of building a better OS and suite of products they focus on price. They should be a bit embarrasessed they don’t have an answer to iLife (iphoto, itunes, imovie, idvd, .mac, etc). Focus on products not price.
2 - Are we gonna see ads that say that Microsoft Windows Mobile powered phones are cheaper than iphones? Would that matter?
3 - How much is Microsoft Office again? Do they really want to talk about price? I just bought a new Mac for our home. It’s the first Mac I’ve ever bought that doesn’t have once piece of MSFT software. We are using a combination of Google Docs and Apple iWork ($50). I’m sure I’m not alone.
Even though I use Macs, I am a fan of Microsoft for many reasons. And I’ve got a lot of super smart, talented friends that work there.
But this ad doesn’t shine a light on the right stuff.
The previous “I’m a PC” microsoft ads were so much better.
I think the Microsoft ads are actually very effective. They are not targeted toward the Mac fanboys or recent converts, but to the mass market, who have seen their friends with Macs and wonder if that is something for them. For most people these days, $500 is a significant amount of money and is a big factor in purchasing decisions.
1) Perhaps Microsoft should be embarassed that they don’t have an answer to ILife. But again, the casual computer user who surfs the web, checks email, updates Facebook and then sits on their couch to watch TV, it is probably not a factor at all.
2) Again, yes I do think it will matter. Price is not the only factor but in harder economic times it is a much bigger factor in purchasing decisions.
3) How do you talk about price when you are comparing yourself to a free product? We are talking about different markets. Yes, MS Office is expensive and there are free options out there, but this does not make Microsoft’s new commercial any less effective.
This ad shines light on exactly the right thing. That Microsoft laptops are cheaper. They can’t run an ad that shows them being better, so focus the conversation on price.
