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
12 Comments
i dont get it
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."
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"
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.
the only thing i learnt from this campaign is this comment
thank you,
hats off
10 stars to this comment
what do u expect from a PC?... Creativity? Innovators?
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..
Well, the photography is good.
:::MARK3R:::
no matter how hard they try windows is not cool...
stupid.C.P.B should be ashamed of themselves...
I'm assaulted with these ads in the SF Muni station each morning. I hope someone spoofs these.