
Here’s the thing that bugs me about the Microsoft laptop hunter ads – if you are on a budget, you are not even CONSIDERING a Mac. It’s that simple.
Which is why the poking “comparison” to a Mac in the ads bugs me. It ruins the concept for me, which is not that bad. True the ads are kinda corny and have a “please like me” feel to them, but that is what Microsoft is.
Microsoft is the plain girl on the playground that will do silly things to attract attention away from the hottest girl on the playground who is the hottest girl because she started growing breasts before the other girls. At 12, boys don’t yet know what to really do with breasts but once they get their hands on some, they can never seem to live without them again.
What the Microsoft laptop hunters ads do well:
1. Show the range of PCs available on the market: This I think is the most important message that Microsoft should communicate to consumers, HOW diverse the PC product is.
2. Show that the PC is the “every man’s/woman’s” computer: If you just need a computer and you are on a budget, you will find a PC that will make you happy.
3. Portray the computer shopping process as simple and painless: For many people purchasing a computer can be a daunting process, but the laptop hunter ads make it seem easy and painless. You go to one store and you have your pick of more computers than you could imagine.
What the Microsoft laptop hunters ads do badly:
1. Authenticity: The use of actors and advertising-speak takes away from the campaign concept and makes it seem, well fake. It makes the audience question all the positive points being communicated – range of products, affordability and a simple shopping experience.
“Portability”, “battery life”, “comfortable keyboard”, “17″ display” – Who talks like that? Who lists the features of the product? When a normal person goes computer shopping they will say that they want – “I want to surf the net, download music and work from” or “I don’t want the battery to die after 2 hours” or “I want a big screen”.
It would have been much better if the ads did use real people or if the there was a contest that supported the concept, in which “real people” could win the PC laptop they’ve found or purchased.
2. Comparison to Mac: This has to stop. Microsoft is not going to win the cool war with Mac and frankly consumers don’t really care. The Microsoft consumer might want to get a Mac but either: (a) can’t afford it, (b) doesn’t care that much about whether he/she has a Mac or a PC, they just want a computer.
When your consumer doesn’t care about something, be it a product feature or the competition, there is no need for you to call it out. Even though YOU as the brand, might be super-excited about this “thing” and want to communicate it, if it will cloud your message in the consumers mind – don’t do it.
3. Diversity: The every man/woman is not only white and upper-middle class and I question why Microsoft only showed one demographic. I would have liked to see the ads show the REAL diversity of the PC consumer, their unique needs and a nice wrap up of how there’s a PC out there for everyone.
So that’s what I thought of the Microsoft laptop hunter ads. What did you think?
Oh, and you have to check out the “4th” Laptop Hunter ad – Geoff the Laptop hunter. (I find the ending a bit strange)
Snakes on a Plane
March 9, 2009 by dearjanesampleOne of the movies we watched during the cold recovery weekend was, Snakes on a Plane. Wow. That movie is a drinking game treasure trove. I recommend that anyone who is bored out of their minds rent this movie – they will find entertainment galore!
Like my friend Bob, who kept up a steady commentary through out the movie. Bob’s commentary started in order to prove that Snakes on a Plane is a comedy rather then an action, horror movie.
Bob’s Reason’s why Snakes on a Plan is a comedy:
(I am 37 minutes into the movie)
(This movie is not scary)
(Oh wow, look I was right)
(I’d watch the sequel)
Tags: cold recovery weekend, movie review/commentary, snakes on a plane
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