Jackassalope

Microsoft Tries To Go Softer

The new Microsoft ads not only fall short of amazing, they also forget to actually advertise. They are obviously trying to put some emotion back into the brand like Mac has done with it’s stripped down but funny commercial campaign, but the result is off the mark. Showcasing Bill Gates and Jerry Seinfeld as common place people attempting to fit in with the world provides miniscule laughs, but by the end of the spot, you hardly know what the ad was trying to accomplish.

Conversely, the Mac ads work because they come at you on different levels. Yes, the ads are funny. But they also give you a visual representation of why Macs are cooler; an aural example of why Macs are hipper, and remind you throughout the entire spot that it’s a commercial for Mac.

The new Microsoft ads, however, are comprised of 90 seconds of irrelevant banter followed by a Microsoft logo. Yes, it’s funny to watch Gates try to be likable, but I don’t think I’m laughing with him. And while they are hoping the audience establishes an emotional connection with the brand, they don’t give us enough brand to connect with.

I know my PC will never be edible, yet that is what they allude to. Are they trying to be cute (I know the answer is yes) or just reminding me that they will continue to overpromise and under deliver? Instead of making Bill Gates likable, Microsoft needs to remind me of the positive feelings I get by using a PC. The Mac commercials do this wonderfully. They show you that you won’t get angry because Macs don’t crash or continually restart. They comedically compare creative project outcomes using a Mac and PC. They build off of a feeling you already have and connect them with their product as apposed to showing you a feeling then reminding you they also sell product.

I appreciate the fact that Microsoft is finally making an attempt at building its brands value, but I’m hoping for a better effort next time around.