I have to say, when I first came into contact with the “I’m a PC” – rebuttal-esque ad, I thought: Hmm… not bad PC; way to use thought leaders, influencers and celebrities alike to essentially “bring it”. But upon closer inspection, I thought the ad was rather weak for the following reasons:
1) Microsoft does not highlight their competitive advantages at all, like Mac does over and over again.
2) Microsoft does not even talk about innovation or any value proposition, like Mac does over and over again.
3) Yes, celebrity endorsements are nice – but so under and beyond what Apple manages to do, which is connect with the customer on a very real and personal level (hence, using a very familiar “Mac” guy to endorse the product).
The Mac guy is a realistic persona, a fairly true to form representative of Mac users. Better him, a ubiquitous presence in the every day Mac user than Eva Longoria who, if you’re lucky, can even come close to 10ft from where she is standing. Or Pharell, or Vera Wang, or Deepak Chopra for God’s sake. Nice save though on throwing in some everyday folk who “study the law” or situate themselves in shark cages for example: That’s nice that you are a PC but what does PC mean or do for you? I think that would have made the ad more rich.
