Microsoft Windows 7: My idea, 1

Advertising Agency: Crispin Porter + Bogusky, Boulder/Miami, USA
Co-Executive Creative Directors: Rob Reilly, Andrew Keller
Creative Director: Tim Roper
Interactive Executive Creative Director: Jeff Benjamin
Assistant Creative Director / Art Director: Dave Steinke
Assistant Creative Director / Copywriter: Michael Craven
Head of Video, Integrated Production: Matt Bonin
Executive Integrated Producer: Paul Gunnarson
Via: scaryideas.com

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12 comments

Guest's picture
Guest

i dont get it

sirvan's picture
sirvan
29870 pencils

Sure is a lot of Creative Directors for such a boring, bad, and embarrassing campaign. Wowzers.

+++

"I love some things, and don't love some other things."

Guest's picture
Guest

this ad does 3 things:

1. it says: "we from microsoft finally listened to your ideas and suggestions."
2.the agency wanted to communicate: "pc users, you can be proud of being the driving force behind the new and better windows 7! no need to be ashmed to be a pc user anymore!"
3. the client wanted to attack apples "im a pc and im a mac" ads and turning it into their favor.

this is why it doesnt work:

- you cant just grab young and stylish LOHAS and position em as pc users. mac already claimed them. the visual still screams " im a mac" even if the text tells otherwise.

suggestions:

- an insight is that microsoft is hated, its a part of urban culture today to hate microsoft. why dont you capitalize on that?

- mac users are often regarded as snobs. macs are pricey and are regarded as fashion victims pcs. capitalize on that!

- there are loads of persiflage about apples mac ads mocking mac users. capitalize on them!!!

conclusion:
the ad above is lacking a real consumer insight. its lacking this extra bit of "digging deeper into the problem."
it also lacks the consequence in taking on apple. you need o use the stereotypes they created and use them against them.
look at canon and nikon for example:

canon: "let's play"
nikon: "no toys. but tools"

Guest's picture
Guest

edit:
i just saw the german tvc for that campaign and must say that the tv version is much better.
it plays with the geeky image and is funny.

rabbitz's picture
rabbitz
464 pencils

the only thing i learnt from this campaign is this comment
thank you,
hats off

boraks's picture
boraks
96 pencils

10 stars to this comment

Guest's picture
Guest

what do u expect from a PC?... Creativity? Innovators?

hagemony's picture
hagemony
335 pencils

i am pc users and i didn't get any idea from windows. windows just tools.
yes i totally agree with guest who said 3 things above..

mark3r's picture
mark3r
1940 pencils

Well, the photography is good.

:::MARK3R:::

Guest's picture
Guest

no matter how hard they try windows is not cool...

opposite of u's picture
opposite of u
301 pencils

stupid.C.P.B should be ashamed of themselves...

Guest's picture
Guest

I'm assaulted with these ads in the SF Muni station each morning. I hope someone spoofs these.

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