First, there were the bewildering Gates/Seinfeld TV spots, “Shoes and Churros” and the extended-length “Living with an Ordinary Family”. Then came the “I’m a PC” spots, which were half-decent, but still not a good enough foil to Apple’s very effective ads. But in classic Microsoft style, the Empire’s ad agency, Crispin Porter + Bogusky, seems to have gotten it right with version 3.0. Take a look:
It works. Instead of featuring famous comedians and techies-turned-philanthropists or framing the ad in terms of Apple’s ads, this one gets it right by featuring a story and a character that the audience can relate to.
In the ad, “Lauren”, a cute young woman, is driving around town, trying to get a 17” laptop that’s fast, has a comfortable keyboard and sells for under $1000. She first goes to the Mac store but finds the only $1000 model is the 13” MacBook. She’d have to double her budget to get a 17” model. There’s a great moment when she sarcastically remarks as she drives that “I’m just not cool enough to be a Mac person”.
(Cue howls of derision from Mac fanboy/pegboy Jon Gruber on Daring Fireball in 3…2…1…)
In the end, she goes to Best Buy and marvels at the selection of laptops that meet her criteria. She finds one and squeaks with delight. The camera zooms in on the cash register’s display, which shows the before-tax price of her laptop: $699.99. When asked how she’s going to pay for it, she looks at the camera and says this with great satisfaction: “Cash”. This is the sort of message that will really hit home for a lot of people, given the state of the economy.
Kudos to Crispin Porter + Bogusky for being clever in making these ads. They put ads on Craigslist and similar sites, offering people between USD$700 and USD$2000 to go buy a new computer. They were told that they could keep any money that was left over, which provided them an incentive to look for the best deals they could get. It’s good countermarketing: if Apple is using actors, go with real people.
I’m interested to see what the other ads in this series – assuming it’s a series – look like.