'I'm a PC.' Microsoft tackles stereotype in new ad campaign

After ending its Bill Gates and Jerry Seinfeld TV commercials, Microsoft today begins rolling out the second phase of its advertising campaign for Windows. The new spots, which will begin airing on TV tonight, play off Apple's "I'm a Mac." "I'm a PC" ad campaign, in which young Mac guy makes older, stuffier PC guy look out of touch and clumsy.

Microsoft is embracing the "I'm a PC" identity with cameos from writer Deepak Chopra, actress Eva Longoria, singer Pharrell Williams and a handful of Microsoft employees, including Sean, pictured above, a software engineer. He is dressed like John Hodgman, the actor who plays the PC in the Apple ads, and gets right to the point when he says, "Hi, I'm a PC.  And I've been turned into a stereotype."

The ad campaign, which Microsoft calls "Life without walls," is part of a broader effort by the Redmond, Wash.-based software company to engage directly with its customers. That's something the company hasn't done as much in recent years, allowing its hardware partners to take the lead.

"Life without walls" is reminiscent of other ad campaigns in which a competitor takes on the message of its rival's marketing, such as Hertz taking on Avis, says the New York Times.

The small bits I've seen ironically echo identity politics ("I'm queer and proud").

Eric Hollreiser, a Microsoft spokesman, said the ad campaign was "about showing a community of 1 billion users and looking at the diversity of people using a PC to connect in a way that doesn't create barriers."

"It tells the Windows story in our own voice and takes back what being a PC is all about," he said.

Power to the PC.

-- Michelle Quinn

I'm a PC ad campaign images by Microsoft

Comments

[Douglas]

These are things, tools to be used, not identities. People have become "Mac" or "PC" and they look on each other with disdain. This is insanity. The Mac ads turned me off because the attitude it portrays. "I use a Mac so, therefore, I am more hip, cooler, than you." You use a PC, therefore, you're a geek, inept, klutzy, and unattractive. I use a PC because it does what I want and it didn't cost me an arm and a leg to begin with nor does it cost me to upgrade it or add peripherals. If you use a Mac, I am happy for you because I am sure it does what you want. This division, based on material choices, is silly and inane. Want to be really cool and different, unique amongst the unhip? Use an abacus.

[Gigi]

"Life Without Walls" - Except when Typing "Democracy" Evidently

No amount of advertising hype, that is "pushing" Vista is going to change the facts how Vista hasn't delivered as promised. Just were are them Vista Ultimate extras as promised?

Can the public really expect coming from Microsoft, that by using paid Microsoft employees, there would be an impartial unobtrusive unbiased testimony when financial generating income is at stake? What Microsoft paid employee is going to be able to speak their own free thoughts without being censored by Microsoft?

[Ryan Servatius]

This is a great commerical and one that makes you watch...
Great job Microsoft...

[Cavan]

The new campaign does a great job of extending the strong branding already created by the Apple commercials and turning it into a positive. Oddly reminds me how McCain has adapted Obama's message of change to make it his own. Not to make this political, its just both instances noticed the opponents strong branding and found a way to embrace it and transfer it to their own names.

[Michael Dundas]

Well I use a P.C., but I use *nix ;) It's a better solution than either of them and you get the best of all worlds. Open source *nix where ever possible, and using virtualization technology, can run windows or Mac if you are forced to by vendors who's software is not very adaptable.

[Zap]

I find it funny that MS is trying stop stereotyping of PCs while stereotyping the PC. PC run Linux as well not just windows!

[gdxahd]

This Advert is very poorly thought out and a total waste of money in the UK. I am not stupid and watched this advert hundreds of times without understanding the point they were trying to make. In the UK a PC is a Personal Computer (not necessarily Windows), a Police Constable or Politically Correct. Saying "I'm PC" is sensible and understandable but "I'm a PC" has no meaning here.

I had to google it to find out and what a dissapointment. This advert only makes sense if you have seen the Mac advert, which as far as i know has not been seen in the UK. So rather than promoting Windows the advert is either ignored or makes people look up what it means only making them more aware of the Mac. Quite frankly the Mac is a rarity in the UK so they should thank Windows for the expensive promotion! I have never heard anyone mention this advert so it has not even intigued people.

I would suggest they sack their advertising perople or get advice from the country they promote to. Steven B mba