Originally Posted by henrymonroe
If only you guys bothered to read something outside your comfort zone (i.e. mac-zealot publications) you'd notice the ads are being a smashing success and Crispin Porter + Bogusky is the talk of the town among people who actually know the least bit about marketing. Just sayin' ...
People round here don't form opinions from what other people tell us to think - they're our opinions. Telling us to change our perception because some blog somewhere says something different isn't really going to work - the majority of the reactions to these ads are negative. The very fact that people have to go to such lengths to justify the ads to people shows that it's a failure. People didn't feel the need to do this with Apple's ads.
What that site says doesn't make any sense.
"Had they tried to change the conversation they would have failed."
They did and yes it did fail. The Seinfeld stuff had nothing whatsoever to do with the Mac/PC thing.
"By embracing the conversation, even poking fun at it, Microsoft (via CPB) acknowledges the reality and perception that they are stuffy, unimaginative and a bit nerdy.
But then they trot out all these interesting and cool people and you have to not only re-evaluate your feelings about these people, but also about Microsoft. Either Eva Longoria, Vera Wang and Pharell Williams are uncool or you have to rethink this whole Mac v. PC thing."
Ok let's run down the people:
Fat guy complaining at the start (uncool)
A teacher who is not 'hip' (uncool)
Bill Gates who wears glasses (very uncool)
Some girl who also wears glasses (uncool)
Some girl probably part of Microsoft's 3rd world outreach who can't speak comprehensibly saying she wears glasses (glasses + poverty = uncool)
Some random jean-wearing guy (lazy = uncool)
A jeans designer (these are usually pretentious people) (uncool because they think they're cool)
A green building designer (uncool)
Someone who studies law (boooring = uncool)
practises law (uncool)
graffiti artist (maybe cool but usually just a pain in the ass)
blogger for Obama (politics) (uncool)
broadcast for McCain (politics) (uncool)
beard guy (waaay uncool)
diver (maybe cool but not really something people aspire too)
Eva Longoria (kinda cool but she has a gold-digger air about her so her appearance in any ad is really meaningless)
Turd farmer (uncool)
Environmentalist in a cold place (cool as in cold but not cool as in cool)
Teacher from the Microsoft outreach program (uncool)
An astronaut (NASA stuff is just boring these days = uncool)
Some guy called Roger (don't even care who geeky Roger is and Roger is an uncool name)
Some girl in a dress (doesn't matter, don't know who she is plus she does wedding dresses = fashion again = uncool)
Another outreach kid (uncool)
A rap guy (maybe cool but he looks a bit crap - nothing that's going to dent the uncoolness)
The monotone non-thinker, non-doer (is he even a real person? The fact he emphasizes being a human being makes me think he's really a robot. Soooo boring = uncool but at least Bill can teach him to dance badly)
The guy selling fish (Hmm tough one, I remember in school so many kids wanting to be fishmongers when they grew up. uncool again)
Irrespective of whether or not one or two people here might be cool, the vast majority are not. The ones who are slightly cool pale into insignificance. Having the mix simply paints the picture that PCs are for everyone be they cool or uncool but that's pointless advertising. The whole point about advertising is about making the customer feel special.
Why do you think marketing people use terms like limited edition? Microsoft even sell limited edition copies of Vista. It's to make consumers think they have something that sets them apart from the norm.
The way the people in the ad express themselves is also so unenthusiastic. It's almost like they're saying I'm a PC because Microsoft payed me lots of money to say I am but I really don't care and frankly a little embarrassed to be admitting it.
That site says that we either have to consider if these celebs are uncool or if Microsoft is uncool. Well you don't if you have any common sense in the same way that if Eva Longoria promotes some hair product, you don't immediately ask, hey if she says she uses the product, either that product is awesome given that her hair looks nice or she's a downright lier.
Most educated people simply understand that she's been paid to promote a product and has her hair done by professional stylists and filmed by professionals to make it looks as good as possible.
This has been pointed out before - the success of Apple's campaign is that it paints how things are in a slightly exaggerated version of the truth and this truth highlights known flaws with Windows PCs. This is how comedy works. The Microsoft ads don't do anything at all other than state the obvious that PCs are for anyone who happens to walk into a store whether you're a celeb or some random guy on the street. That does not make you want to go out and buy one.
Marketing people who say otherwise are just going after some self-promotion pretending to know the game better than anyone else and here's what these marketing people should do:http://www.youtube.com/watch?v=gDW_Hj2K0wo
This happens in every profession. Some physicist comes up with a theory and scientists across the world try and explain why they've got it wrong just so people will think they're the smartest. Time will tell but I haven't seen any kind of shift in the public perception of what a PC is.