Apple Logo is Tradmarked property of Apple Computer.
Paul McDougall of Information Week wrote an article I found most fascinating. By now, if you’re watching anything on television, you’ve seen the new wing of Microsoft’s continuing assault on Apple’s “elitist” attitude. The war was started by Apple a few years ago with the iconic “Apple vs. PC” television ads. The world seemed to fall in love with these ads that portrayed the PC (and all PC users) as over-weight, dorky “suits” with no personality
and tons of problems. While the Mac (as you can imagine) was a young, cool, good looking hipster with a witty attitude and charming air of sarcasm.
Microsoft logo is a Trademarked property of Microsoft.
During this onslaught of advertising bombs, it felt like Apple had a new ad bashing the PC directly and poking fun of Microsoft every week. While this was happening, the sleeping dog computer giant Microsoft continued to keep quite, didn’t complain, took the abuse and just kept making and selling product. Then, suddenly, the one sided fight became war with Microsoft’s famed Jerry Seinfeld, Bill Gates mini-series ad campaign. While many people felt these ads failed miserably, I felt like they were advertising gold. Did the ads make any sense? No! Did they get an enormous amount of attention? Yes! It was the classic bait and switch, once Microsoft had everyone’s eyes, they unleashed the counter attack “I’m a PC” campaign. This showed that PC users were everyone from little kids, to rocket scientists to urban hipsters.
Then, some time later, after Microsoft had established that they and their users were cool, smart and hip, they switched gears again and brought us this:
Whether you’re a fan of Apple or Microsoft, you must admire the brilliance with which Microsoft has fought the war. After combating the initial stereotype and winning fans, Microsoft goes in for the kill with a “real life” series of spots that depict Apple’s biggest problem: Price. Part of Apple’s gig for so long has been the appeal of showing their product as a premium – like BMW, Rolex & American Express. Owning an Apple is a status symbol.
Microsoft pulls back the curtain and reveals Apple’s wizard is merely an over priced machine. From an advertising perspective, Microsoft has snuffed out all the wind in Apple’s mighty advertising sails. Apparently those aren’t the only “sales” Microsoft has affected either. Apple’s attorneys are demanding that Microsoft pulls the campaign. During the initial battle, Microsoft didn’t say a word, they took the beating and pressed forward. Now that Apple is in the cross hairs, they want the war to be over.
Let this be an advertising lesson to you for your business. In some cases (not many) the right call is to directly attack your competition and play a little dirty. However, when you open Pandora’s box, you have to be willing to combat whatever firepower your competitor sends your way.
