Apparently, Microsoft find Apple’s “I’m a PC and I’m a Mac” dehumanising. So, in response, they went and got a lot of people to say “I’m a PC” with Deepak Chopra saying “not a human doing, not a human thinking, but a human being”. Seriously? I really enjoy being a human doing – there are all kinds of human things I love doing – and I really enjoy being a human thinking – nothing like a good challenge. I guess a human being is what we are while we’re waiting for Office to load?
It’s a much better advert than the Seinfeld ones, which give me the creeps, and I didn’t watch it to be critical of it. I hate being advertised to but I love TV adverts and I genuinely enjoy a being well advertised to – there are actually adverts I will actually stop a TiVo fast foward and watch as a tip of the hat.
It’s a well made ad, has that en-vouge hand-held you-tube feel to it, switching between folks saying “I’m a PC and I design jeans” etc. Tip of the hat, Bill Gates appears and says “I’m a PC and I wear glasses”. But it mixes its metaphors.
But it mixes its metaphors so that the message of the advert becomes “People aren’t a PC or a Mac, they’re just people, but most people are PCs anyway and they get used all over the place, and look how much they smile!”
The smiling is definitely part of the message. That’s an instant fail, for me, because they’re paid actors and Microsoft really don’t want to be giving you any reason to think “mindless” or “drone” during one of their adverts: windows isn’t a choice, merely what comes with a computer by default.
I’d have to say that the advert did more for Apple than Microsoft. Without it, the Apple ads were just funny little reminders that Apple does stuff other than iPods and iPhones. The total lack of substance blows them out of the water and renders them largely ineffective. But, now, Microsoft have responded… Watching a forum troll scream and hollar at a brick wall can be mildly amusing, watching them successfully bait that know-it-all prick on said forum … priceless.