Quote:
Originally Posted by Rocco Augusto
The water cooler people don't spend money on Microsoft products.
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What, the water cooler people don't buy computers? Sure they do!
A big part of this campaign is changing public perception of Windows Vista, and Microsoft as a whole. The Mac attack ads have done significant damage to Microsoft's brand image over the past year and a half (or so) that they've been running, and the net effect is that many people "hate" Vista because of what they've heard...not because of what they've actually experienced.
These are the people who might buy a new computer every 3-4 years, and they're scared to buy a new Vista-based computer because of all the "bad" things they've heard about it. These are the Joe Average consumers that Microsoft is trying to reach with these ads. In the same way that Apple's attack ads wouldn't sway people reading these forums, Microsoft's ads aren't aimed at people sophisticated enough to be here either.
As for the ads themselves, I thought that the 4.5 minute version dragged a bit too much, but the 90 second versions were quite amusing. They're creating a narrative, and while it's still a bit too early to see exactly where they're going with this, I like the overall direction and tone.
Someone said earlier in this thread that some people were expecting anti-Apple attack ads, something in direct response to what Apple is doing. Some of the most vocal critics are Microsoft fans who desperately wanted Microsoft to shoot back at Apple and blow them out of the water. But market leaders can't do attack ads, or it looks like bullying. Apple can do those ads because they're so far behind in desktop marketshare (though I conceed they're gaining!).
Just like it's a lot easier to destroy than create, it's easier to attack another product or company than it is to explain why your product or company is better than theirs. Politicians do it all the time - they attack other politicians more than they explain what they're going to do for people if elected. It's a cheap-shot, and it's the easy thing to do. Which is why Apple did it.
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