Microsoft has successfully recaptured "I'm a PC" from Apple. - Inspired by Microsoft’s latest commercials

I do agree with Michael Arrington when he says that these ads "highlight the fact that many people may be somewhat offended by the idea that they can’t be interesting or cool if they don’t use a Mac." They make Apple look a little elitist, if not snobby. Which is a great play by Crispin Porter. To emulate the ads more substantially than they did would have been poor ad policy, but they didn't and as a result, these ads have been far more successful than Seinfeld's attempts. Of course, Apple has just launched another brilliant series on the web, which runs over two ad units on the New York Times homepage (featuring PC writing his own editorial) and proves them to be one step ahead in the innovation game. Again. Though I do think that the PC ads do a nice job of continuing the dialogue, "recapturing" the "I'm a PC" slogan will take a lot more time and many more clever ad iterations before I'm convinced.

Not so much "I'm a PC", but they did capture "I sell fish" though.

People are looking at this ad from the wrong point of view. People (hate to say it but mainly mac users) are viewing this commercial as an unoriginal rebuttal to the I'm a Mac commercials and thats it. Rip is right, the fact is, ironically, the Mac commercials have made Apple to look very elitist and snobbish. I think if Mac can directly attack Microsoft with references to boring nerd types and somewhat successfully instill sterotypes about PCs and their users, it is only fair that PC come back and say "hey, yeh you're a Mac, but I'M A PC - AND WHAT?!" Microsoft has attempted to go past the trash talk and remind everyone of the truth. PC's are capable of uniting the people of the world and its industries. This commercial works, and well. This was not the attempt to make Microsoft look "cool" - amidst the Seinfeld commercials which were altogether confusing (a failed attempt at the "cool" thing in my opinion) - this message was simple and clear. Anyone else think the Mac commercial with the PC guy hiding out in a pizza box is actually a terrible ad - running out of ideas maybe?

These ads are exactly what is wrong with Microsoft. They can't come up with anything original. They need to stop stealing, copying, and rebutting and try innovating. People aren't switching to Mac's because of Apples killer ad campaign. The ad campaign only let's people know there is an alternative and keeps that top of mind. People are switching because Windows is an absolute mess. The CP+K ads really just show that CP+K is a second rate advertising company and can't do much but try and rip off Chiat Day's "Crazy Ones" campaign from 10 years ago. Only now it reads "We are the boring ones, we live middle class anonymous lives and while we contribute to the world we will never amount to anything great. Mostly because or operating system keeps us from getting any work done. "

The first effort is inspired -- but I have to say NO. Microsoft did a great job addressing the concept head-on (after HOW many years??) but the original has long since been elevated to meme status. That's not something you overcome with what could be a one hit wonder. I think their "Mojave Experiment" was a much better strategy. Getting people to admit (in front of a camera no less!) their notions of Windows Vista were based on heresay instead of personal experience is a big deal. I hope they don't abandon the entire idea -- though the recent rash of fractured campaign concepts seems to indicate the contrary. The Adventures of Gates and Seinfeld will never match the success of the Seinfeld and Superman chronicled by American Express. (http://www.youtube.com/watch?v=VLuPTg8HcMY)

clever, but not that clever. I would say its indicative of Microsofts corporate ad dept, but probably a failure for CP+K.

I think if we start truly buying into the idea of REAL capital, the question is not about monopolizing or adversity (PC vs. Mac), it is a question of what really makes sense. Can a provider fully capture the needs of theur portfolio of clients? Isn't that real, genuinely good business? Microsoft has traditionally been a staple in the business of corporate networks, community & public networks, certain professional fields like architecture, whose functions largely run on PCs, etc...it is right to capitalize on this without the usual mud-slinging, disregarding the importance of a superior business model (for everyone).

Much better than the "ads about nothing" Seinfeld spots, but still a far cry from the Apple campaign. The genius of the Apple spots is how they showcase the features/benefits of the product while also making the implicit "cool" statement. The new MSFT spot says nothing about why PC is better or different in any way and certainly falls way short of creating any strong product desire. The key to great advertising is having a great story to tell, I think PC needs to work on a compelling story and position. The reason Apple's campaign works it because it lines up with who they really are.

This is indicative of the kind of "hit & run" advertising campaign in which CP+K seems to specialize. They're the ad agency for the web savvy but attention deficient. CP+K can strike a good note in a battle, but they haven't won any advertising wars. Examining their other big clients, they gave us those horribly creepy Burger King ads and replaced the iconic VW "Drivers Wanted" campaign that was the brainchild of Arnold Worldwide with "Un-pimp Your Ride". I haven't been in a Burger King since that ad campaign began, and I still prefer Nick Drake's "Pink Moon" to Helga in the GTI. While the ad may strike a note with those conflate Macs with elitism, CP+K still has to throw an effective second punch and combat the belief that Macs just work better than PCs do.

Microsoft will never be "cool." If you think differently, I banish you.

Just like Apple was reassuring its own user base in troubled times that they were crazy-good to use the “non-mainstream” Mac, Microsoft is now telling its customers (who have been recently “de-positioned” by Apple) that it’s OK to be Windows users. It is, in other words, appropriating the enemy’s words (”I’m a PC”) to fight back against itself. Can reality be reversed by perception? Therein lies Microsoft’s problem. CP+B's "perception reversing" by appropriating your enemy’s words can work only if your insurgency has an identifiable goal. Microsoft “I’m a PC” ads are channeling Apple’s “Crazy Ones” http://counternotions.com/2008/09/19/crazy-ones/

An answer song is a song normally by another artist. While hip hop music is notorious for carrying feuds through music, there are many examples throughout history – as far back as the 1930’s. Many answer songs contain the same beat as the original song - the reason for this is to prove that the newer song is better than the original. It’s interesting, but oftentimes the answer songs are noted as unoriginal and not being authentic. With Microsoft’s “answer song”, however, I believe quite the opposite is true and that Microsoft’s answer song reads authentic. The sad truth is this: I don’t believe Mac’s ads. They reek of trying too hard. The audiences they’re going after (Gen X, Millennial) doesn’t like being told something is “cool” – we smell corporate America a mile away. Ultimately I believe Microsoft ends up on top – they never criticize Mac owners, but instead showcase real people who dispel the Mac-created myth of dork PC users. Bravo, Microsoft.

No. It's very risky to try and recapture anything. It comes off defensive. Here are two big problems with the campaign... Number one, pick a benefit and weave it into the campaign. The Apple ads say "you're a dork for using a PC because... (fill in the blank here with an array of product benefits)". At this point Microsoft is not telling us the benefit of using a PC, they are simply saying "people do too use PCs" (and they are pouting in the corner while they are saying it). Number two, one thing that is right with the campaign is using real people, but use real people and only real people. Don't use the celebrities. Using real people says, "those Apple ads are actors but these are real people". Once you put in a bunch of celebrities that don't even use PCs, credibility is shot. Having all the thumbnail videos on msn.com was good. The TV ad however, with the celebrities didn't hit the right note. Microsoft needs to stop trying to go head-to-head in a cool contest and just say, "PCs they do real work for real people and they don't break your bank". It might not be a sexy message, but considering where the economy it would be well received.