By Amir Said
O.K.,I just saw the 'I'm a PC' Microsoft spot. Typical...Real typical. I'm going to break this one down for you...
Apple develops a niche product: sleek design, quality computing. From the start, the Steve x 2's vision was to build a great machine. Their vision was not to be the computer for everyone around the world. On the other hand, the good people at Robust, excuse me, I mean Microsoft, what was their vision? To infiltrate every computer in the world? Kudos Robust, oops, I mean Microsoft, you did it. You did it years ago. So why now try to counter-attack Apple? They are not the nemesis that you believe them to be. Indeed, the both of you are great boxers, if you will. But you're in two entirely different weight classes. Apple is the nimble middleweight, who's in love with the art of boxing. You're the heavy weight with one-punch stopping power, and no particular concern for the art of boxing.
Which brings me to your latest ad. It's classic giant-stomping. Placing a production crew around the globe, in various land and sea situations, does not convey that you "connect" with consumers. Moreover, attempting to cleverly interweave in various celebrities who purportedly use a PC does nothing to impress everyday computer users. Computing is not a jaunt down the block in some new sneakers; on the contrary, real consumers--whose lively hoods depend on and are directly interrelated to their computing experience--do not take their computing choices lightly. Instead, they (we) are highly acute to what works...the best, the fastest, the most efficient. And since having a PC essentially means running your computer experience via the Windows platform on a poorly built machine, those in the know opt for a Mac, and all that it promises. Did you catch that key word, "promises".
There was a time when you promised and delivered. But those times are over. The knack that you once had for getting consumers excited about new products has faded. And now, that you've seemingly come to terms with this realization, how do you go and "fix" it? By rehashing the old "giant-in-the-room" commercial? Please understand, a company thrives off of two things: innovation and new customers. Here's where you're probably reminded about the fact that the iPod and the iPhone are two of Apple's best bridge products...they bring people to the Mac! Right now, there is nothing that brings people to Microsoft. No, people have to come to Microsoft, one way or the other. You can smile here, yes, you're the best game in town for word processing. But do not smile too much because Google is trying to poke a whole in your mighty word-working market share...But I digress.
So here it is. If you really want to change your image, you have to kill this misguided ad campaign that so far has done nothing but recycle way overdone concept and a woefully outdated plan. But more importantly, you have to start boxing, and stop pouncing. I mean you've got to you have to shave some weight, tone up, and recommit to the art of boxing. No more giant-stomping...
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