Microsoft to spoof Hodgman in new "I'm a PC" television ads
Microsoft on Thursday will segue into the next phase of a $300 million advertising campaign with an "audacious embrace" of the derisive "I’m a PC" label slapped upon its image by rival Apple, according to the New York Times.
The newspaper, which appears to have been briefed on the matter, says the new string of ads will mark a stark departure from the offbeat teaser skits (1, 2) featuring Bill Gates and Jerry Seinfeld that dominated the initial phase of the campaign, and which were met with mixed reviews.
"One new Microsoft commercial even begins with a company engineer who resembles John Hodgman, the comedian portraying the loser PC character in the Apple campaign," according to the Times. "'Hello, I’m a PC,' the engineer says, echoing Mr. Hodgman’s recurring line, 'and I’ve been made into a stereotype.'"
The risky decision to use Apple's assault as a foundation for a counter-strike is reportedly a trademark of the firm behind the Microsoft campaign, Crispin Porter & Bogusky, and reminiscent of tactics eventually used in other high profile corporate bouts such as Hertz vs. Avis and Pepsi vs. Coca-Cola.
Microsofts hopes to regain control of its image, as well as that of the "PC," in the new ads, which will feature cameo appearances by Gates and other celebrities such as Eva Longoria, but not Seinfeld. The stars of the ads will be "everyday PC users" who pride themselves on the use of Microsoft PCs, the Times says, in addition to some 60 Microsoft employees who'll be identified *"by e-mail addresses." *That includes Bill Gates.
Television commercials will begin airing Thursday evening on shows like “Grey’s Anatomy,” and will be complemented by newspaper ads and new media on Microsoft's Windows.com website.
Also beginning Thursday night, the Redmond, Wash.-based software giant will invite visitors to the website to upload videos and photos that will demonstrate "how they, too, are PCs." Microsoft will reportedly select some of the photos to appear on electronic billboards in Times Square beginning the following day, while others will be used in advertisement banners.
A future series of magazine and outdoor ads are also said to emphasizes Windows' ability to scale from mobile devices and TV sets to notebooks and traditional PCs.
Meanwhile, Microsoft remains coy on whether it plans to reintroduce Seinfeld in a future phase of the campaign.
The newspaper, which appears to have been briefed on the matter, says the new string of ads will mark a stark departure from the offbeat teaser skits (1, 2) featuring Bill Gates and Jerry Seinfeld that dominated the initial phase of the campaign, and which were met with mixed reviews.
"One new Microsoft commercial even begins with a company engineer who resembles John Hodgman, the comedian portraying the loser PC character in the Apple campaign," according to the Times. "'Hello, I’m a PC,' the engineer says, echoing Mr. Hodgman’s recurring line, 'and I’ve been made into a stereotype.'"
The risky decision to use Apple's assault as a foundation for a counter-strike is reportedly a trademark of the firm behind the Microsoft campaign, Crispin Porter & Bogusky, and reminiscent of tactics eventually used in other high profile corporate bouts such as Hertz vs. Avis and Pepsi vs. Coca-Cola.
Microsofts hopes to regain control of its image, as well as that of the "PC," in the new ads, which will feature cameo appearances by Gates and other celebrities such as Eva Longoria, but not Seinfeld. The stars of the ads will be "everyday PC users" who pride themselves on the use of Microsoft PCs, the Times says, in addition to some 60 Microsoft employees who'll be identified *"by e-mail addresses." *That includes Bill Gates.
Television commercials will begin airing Thursday evening on shows like “Grey’s Anatomy,” and will be complemented by newspaper ads and new media on Microsoft's Windows.com website.
Also beginning Thursday night, the Redmond, Wash.-based software giant will invite visitors to the website to upload videos and photos that will demonstrate "how they, too, are PCs." Microsoft will reportedly select some of the photos to appear on electronic billboards in Times Square beginning the following day, while others will be used in advertisement banners.
A future series of magazine and outdoor ads are also said to emphasizes Windows' ability to scale from mobile devices and TV sets to notebooks and traditional PCs.
Meanwhile, Microsoft remains coy on whether it plans to reintroduce Seinfeld in a future phase of the campaign.
Comments
No, no, no. In this sentence, it's not "Microsoft's," but "Microsoft." Otherwise it is a sentence looking for a verb.
It'd be an incredible waste if they don't bring Seinfeld back. $10 million for two short spots? He didn't make that kind of money even on his own show.
It's not like Bill couldn't afford to throw that money around. Even in today's economy. What's 10mill here or there?
"One new Microsoft commercial even begins with a company engineer who resembles John Hodgman, the comedian portraying the loser PC character in the Apple campaign," according to the Times. "'Hello, I?m a PC,' the engineer says, echoing Mr. Hodgman?s recurring line, 'and I?ve been made into a stereotype.'"
Hoo boy, it's about to get interesting. I'm eager not so much to see the MS ad(s) but to see if/how Apple will respond. I suspect they're in meetings right now, brainstorming possible responses and are calling Hodgman to see how soon he's available.
Hoo boy, it's about to get interesting. I'm eager not so much to see the MS ad(s) but to see if/how Apple will respond. I suspect they're in meetings right now, brainstorming possible responses and are calling Hodgman to see how soon he's available.
I doubt Apple would respond or brainstorm. Advertising wise, they have M$ by the balls. No response necessary, just tighter grip.
Hoo boy, it's about to get interesting. I'm eager not so much to see the MS ad(s) but to see if/how Apple will respond. I suspect they're in meetings right now, brainstorming possible responses and are calling Hodgman to see how soon he's available.
Apple should just incorporate it in their ads by having Hodgman run on the set and out of breath and the Mac guy asks where PC has been and PC can say "moonlighting for MS as a PC. (a brief pause) Literally!" (I think that succinctly says it all)
The stars of the ads will be "everyday PC users" who pride themselves on the use of Microsoft PCs, the Times says, in addition to some 60 Microsoft employees who'll be identified "by e-mail addresses." That includes Bill Gates.
One word - sad.
Apple should just incorporate it in their ads by having Hodgman run on the set and out of breath and the Mac guy asks where PC has been and PC can say "moonlighting for MS as a PC. (a brief pause) Literally!" (I think that succinctly says it all)
Now, that is brilliant!
I really hate big companies that try to be "indie" or define their customers as individuals. how about they advertise the actal product.
***
The thing with the celebs sounds so MS. It won't work, it'll come across as "This isn't your father's Oldsmobile." Microsoft can't buy cool no matter how hard they try.
But Part II - that was going somewhere...
"'Hello, I’m a PC,' the engineer says, echoing Mr. Hodgman’s recurring line, 'and I’ve been made into a stereotype.'"
Stereotype: a simplified and standardized conception or image invested with special meaning and held in common by members of a group
Truth: the true or actual state of a matter; conformity with fact or reality; a verified or indisputable fact, proposition, principle, or the like
Seems like they can't even tell the "truth" in their ads...PC isn't a stereotype...it's the truth!
"A future series of magazine and outdoor ads are also said to emphasizes Windows' ability to scale from mobile devices and TV sets to notebooks and traditional PCs."
iPhone...Front Row (or Apple TV)...MacBook...iMac...looks like OS X can run the gauntlet too!
Micro$oft...For those who can't innovate, you just imitate...and lie, deceive, and cry foul.
http://mammals.org/movies/us/apple/g...nt_480x272.mov
Then everything Microsoft says that makes Windows great is just one more reason to get a Mac, and enjoy all the Microsoft goodness alongside your OS X
Phrase it as being able to "choose" between OS X and Windows on one machine, and any Microsoft ads about walls begin to look especially silly.
nobody understands our ads!
so dump the concept and just copy apple's marketing strategy, but call it "phase2".
whatever we do, don't showcase our products or their features in our ads, that's foolish.
let's give ballmer another line of blow and let him run around on stage, that seemed to work.
let's slap more code on top of vista, call it windows 7, and get away from the word "vista" quick!
windows. life without walls. now THAT makes perfect sense, but how do we show life without walls:
how about being stuck in a cage surrounded by sharks. perfect!
windows. life without walls, but you might feel like you're stuck in a cage.
Granted, they'll live off their fat for years, but Elvis has left the building.
dump the concept and just copy apple's marketing strategy, but call it "phase2".
let's slap more code on top of vista, call it windows 7, and get away from the word "vista" quick!
I suspect you've hit the nail on the head with both of these.
Why not have Mac walk in on PC who is in the process of drawing his new "Lemon" logo. Only, as he walks up, the laptop he is using has a yellow lemon lit up on the back of his large bulky PC. He can say "Well, we copied everything else and it seemed to work. Now introducing PC Lemon!" -
You get the idea...
Thought this would be a funny ad.
Xodusboy
Also, I think we can prettymuch all agree that vista is the laughingstock of the tech world, and windows mobile is a pile of trash.
Microsoft's new push should be for windows 7, which should be unix based, superfast, have completely modularized components (you can remove/add anything you like), and allow people to share components over social networks.
but it won't. Can't wait till apple does that though