Apparently, Microsoft has decided to embark on a 300 million dollar marketing blitz in hopes of changing the image that Apple has portrayed PC users to be with their “I’m a Mac, I’m a PC” ad campaign. They say imitation is the greatest form of flattery, but my goodness, will Microsoft ever be able to come up with anything original?
Instead of trying to defend themselves by repeatedly using a line that Apple made into catchphrase they once again demonstrate a lack of innovation and creativity. This is the story of Microsoft. This is a lame attempt by Microsoft to appear hip. They even tried extra hard by getting Pharrell Williams and Eva Longoria in the commercial, when the recently short-lived and ill-fated Gates-Seinfeld campaign failed.Â
It hurts Microsoft even more that Pharrell and some of the other notables in the “I’m a PC” campaign are known Mac users. It turns out that Pharrell has stated as having used anÂ “Apple Power Mac Dual 1.8 GHz G5 with Cinema Display” to produce the album Seeing Sounds. Pharrel has also talked about his love for the iPod on many occasions, here’s an example.Â
Microsoft, instead of trying to make yourself look cool and hip by buying out a Mac user, like Pharrell Williams, who has hip-hop credentials and the coolness factor you so desire, maybe you should focus your ad campaigns on your products. I hear Windows Vista makes for a great operating system. Or not.
Update: Further digging by some intrepid people in InternetLAND has found that Macs were used to create the images distributedÂ and posted on the Microsoft’s Web site for the “I’m a PC” ad campaign. Here’s an excerpt form the article:
Several digital images thatÂ MicrosoftÂ has posted on its Web site to trumpet its new â€œIâ€™m a PCâ€ ad campaign were actually created on Macs, according to the filesâ€™ originating-software stamp.
Four of the images that Microsoft made available on itsPressPassÂ site last week display the designation â€œAdobe PhotoshopÂ C3 Macintoshâ€ when their file properties are examined. The images appear to be frames from the television ads thatÂ Microsoft launcehd Thursday.
One of the images is of a real Microsoft engineer, identified only as â€œSean,â€ who resembles John Hodgman, the actor who plays the PC character inÂ Appleâ€™sÂ iconic ads. Reportedly, Microsoft will play off Appleâ€™s own campaignâ€”during which Hodgman introduces himself with the line, â€œHello, Iâ€™m a PCâ€â€”with its engineer saying â€œHello, Iâ€™m a PC, and Iâ€™ve been made into a stereotype.â€
Other images posted by Microsoft last Thursday include shots of author Deepak Chopra; Canadian adventurer and educator Geoff Green, founder of Students on Ice Expeditions; and a shark-surround diver named â€œMeaghan.â€
Not all of the images on the PressPass site were generated on Macs. The sample print ads, which highlight the campaignâ€™s â€œLife Without Wallsâ€ slogan, were produced using the Windows version of Adobe Photoshop, according to their files.
The originating software and platform can be found in downloaded versions of the files using built-in tools on either a Mac runningÂ Mac OS XÂ or on a PC running Windows.
InÂ Windows XP, for instance, users can view the tag by right-clicking the downloaded file, selecting Properties from the drop-down menu, then clicking the Summary tab. â€œAdobe Photoshop CS3 Macintoshâ€ appears beside â€œCreation Software.â€
On a Mac, after opening the downloaded file in Preview, users can see the tag by choosing Inspector from the Tools menu, clicking on the middle More Info tab, then clicking on the tab marked TIFF. â€œAdobe Photoshop CS3 Macintoshâ€ appears beside â€œSoftware.â€
Microsoftâ€™s campaign is the creation of the Crispin Porter + Bogusky agency, part of a $300 million effort to revamp Windows Vistaâ€™s reputation.