New Microsoft Ad: PC Buyers are Picky

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Microsoft rolled out its second ad featuring "average" shoppers looking for the right PC. Like the "Lauren" ad, the new commercial sends a shopper into stores, and when he finds just the right PC, Microsoft pays for it.

The latest commercial features Giampaolo, a self proclaimed tech-savvy shopper, reinforces Lauren's claims that Macs cost too much, and Giampaolo adds that Macs are sexy, but he doesn't want to pay for a brand. Instead, he chooses an HP laptop -- apparently a brand he is willing to pay for -- that costs about US$1,100.

After looking at several computers, Giampaolo also tells viewers that he chose the PC laptop because he's picky.

Neither the Lauren ad, nor the Giampaolo ad, ever make any mention of Microsoft Windows, or any other Microsoft products, which means we can probably expect to see two common themes in the company's commercial series: Tell people Macs cost too much, and don't mention Windows.

 

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18 Comments Leave Your Own

fartheststar

It’s not as effective as “Get a Mac” commercials, because the ads don’t mention what Windows can do that OSX can’t - why the user experience on a Windows Machine will be better. 

Well, we all know why… because on a general level it isn’t.  I know some folks use Windows for certain tasks that a Mac can’t do, but I’m talking about the majority of users.

They’re just saying “it’s cheaper” to get a PC.  In another article I read on this same subject, it talks about the fact that the Machine he gets is no where near as good as the Mac, it’s slower, heavy, with worse screen resolution.  Even in hardware, it’s difficult to make the argument that the PC he buys is better, but ... as long as you convince the public to buy your product you’ve done your job.

I think these ads won’t do the job well.

Richard Platt

Giampaolo bought a boat anchor that has neither the aesthetics or performance capabilities of a MacPro. Of course you can buy cheap junk and that’s exactly what you get, cheap junk . . . with Windows.

Shoaf

So far, HP is running 2 for 2 in these ads. Are these commercials for MS or are they HP?

All the HP hardware I’ve touched in the past few years seems so cheap when I’m so used to Apple hardware.

Tiger

Why is Microsoft trying so hard? Their OS has 90% of the market and yet they seem paranoid and frightened by anything Apple. Enough so to try these lame commercials after the lamer Seinfeld commercials.

Here’s a hint: fix your product. Oh, and market your product, not your partners. The ads have nothing to do with Microsoft Windows. If HP is behind it, are they too THAT worried by Apple? It’s like Jupiter being worried that Mercury is going to take all it’s sunlight.

AKjohn

You know after seeing both new Microsquish ads that tout others’ hardware, rather than the software that M$ makes, I think they are strying to restart the “Megahertz Myth” with the easiest differentiating factor left: Screen pixels vs screen inches.

Yes That’s what I think they are pointing for. More inches is better… but not always!

Here are the screen resolutions of her HP, and the Macbook/MBP.
HP resolution—1440x900,
MacBook 13 resolution—1280 by 800,
MacBookPro 15 & 17 inch—1440 by 900 and less

The MacBook’s screen resolution is 80% of the HP’s screen res.

Watch this. It’s a new MegaHertz Myth…

from Alaska in the early morning sun

fo

If they were smart, they’d focus on Apples lack of a netbook. It’s the ultimate extension of these ads… numerous choices on the PC side, and the Air is Apple’s only offering that comes close to this category. There’s a huge price divide there. Unfair comparison, yes, but along the lines of what they’re already doing in these ads.

Then again, it’s not an MS stronghold, so maybe they’ll avoid it entirely.

geoduck

Will these ads be effective? To some degree. There were people that bought Yugos based on price as well. But people that really research a purchase of this size will see that this is not a real comparison. The stripper HPs don’t have the same features that the Mac does. These ads do bring up a couple of questions in my mind:

Videos are out on the web showing that the first ad was faked. She never went into the Apple Store. Reasonable complaint or not, how long will it be before the same is shown of the latest ad?

If, and it’s a big if, the people in the ads were really not told that it was MS and that they could get any laptop that met their needs, I wonder if any wanted to go with a Mac and never ended up on TV.

Bregalad

People here apparently don’t get it. PC buyers only pay for what they want, not what Apple thinks they need. So it doesn’t matter if spending 50% more gets you 50% more features, 100% more features or 700% more features. If you don’t actually need or want any of those extras then their value, to you, is zero. it’s like walking into a store, gathering all your groceries and then filling your cart with products you’ll never use. Nobody does that.

I think Mac users place value on things that the majority of PC buyers do not. It allows us to justify paying more for what, to some, appears to be the same hardware in a different “jacket”.

Unfortunately Apple places value on things that even many Mac users don’t like a highly limited product line that focuses on having a small enclosure and low energy consumption. Don’t kid yourself into thinking Apple is doing this to save the environment. They build under-powered computers that are hard or impossible to upgrade so you’ll replace them more often. The only beneficiary of that is Apple Inc.

What if MS made a candy commercial?

Here’s a funny spoof of the Giampaulo ad:

http://www.edibleapple.com/if-microsoft-made-a-candy-commercial-parody-video/

deasys

They build under-powered computers that are hard or impossible to upgrade so you?ll replace them more often.

Exactly which “under-powered computers that are hard or impossible to upgrade” are you referring to?

geoduck

Here?s a funny spoof of the Giampaulo ad:

http://www.edibleapple.com/if-microsoft-made-a-candy-commercial-parody-video/

Amusing until the end, then laugh out loud funny.

Bregalad

Exactly which ?under-powered computers that are hard or impossible to upgrade? are you referring to?

iMac (take the case apart and remove the LCD panel just to find the hard drive)
Mini (take the case apart and start removing components to find either the RAM or the hard drive)

Apple calls them “desktop” computers, but they’re really notebooks in a different shaped case. Every chip is a low power mobile variant and they’re all soldered into place. The only desktop part is the 3.5” HD in the iMac.

I realize “most people” don’t care about any of that. The computer will be fast enough for a while, they’ll never replace their internal hard drive unless it dies, they’ll ignore their kids who say the graphics chip is lame and they don’t care about the hypocrisy of a “green” iMac that forces you to sell/donate/recycle a perfectly good display when the computer itself needs replacing. Of course “most people” never install updates or backup their data and “most people” run Windows. I’m glad I’m not “most people”.

xmattingly

Hahaha, once again M$ flails wildly, trying to find some new angle to sell their junk. Even if that includes swinging a hammer at a competitor, while not mentioning a peep about themselves. The might as well put Seinfeld back to work… no more effective, but at least more amusing! :D

lbyron

  deasys said:

  Exactly which ?under-powered computers that are hard or impossible to upgrade? are you referring to?

iMac (take the case apart and remove the LCD panel just to find the hard drive)
Mini (take the case apart and start removing components to find either the RAM or the hard drive)

Apple calls them ?desktop? computers, but they?re really notebooks in a different shaped case. Every chip is a low power mobile variant and they?re all soldered into place. The only desktop part is the 3.5? HD in the iMac.

I realize ?most people? don?t care about any of that. The computer will be fast enough for a while, they?ll never replace their internal hard drive unless it dies, they?ll ignore their kids who say the graphics chip is lame and they don?t care about the hypocrisy of a ?green? iMac that forces you to sell/donate/recycle a perfectly good display when the computer itself needs replacing. Of course ?most people? never install updates or backup their data and ?most people? run Windows. I?m glad I?m not ?most people?.

You seem to have very little experience with macs. I just sold my original destop PowerPC, bought in 1996 last year. It had been upgraded over the 12 years at the cost of a few hundred dollars to be capable of running Panther when it was sold. 12 years… and still running a quite viable OS at a reasonable speed. It had a 21” ‘energy saver’ CRT display that is quite the energy hog compared to any modern display. That’s why most reasonable think about updating their monitors when they upgrade their computers. I’m running a G4 iMac that is 6 years old with Leopard, no problem. Run Vista on any 6 yo HP notebook. Go ahead and try.

Of course you wouldn’t want to, most people are sticking with XP. I could run Vista on my MacBook, but I’m sticking with XP. Can you run the Mac OS X Leopard on an HP laptop? Not without a lot of effort. I do it with just a couple of clicks (because my workplace has a windows-centric sign-in process… otherwise I would have no need of windows at all) (well, until this weekend, when I bought TaxCut by HR Block, advertised as Leopard compatible, only in reality it isn’t compatible with a modern journaled HD—so I had to use the windows version. How lame is that?)

You obviously haven’t seen a more recent iMac. And the advantage of a Mac mini is that it is a small form factor computer, that can be put out of the way and used for your specific purpose (not being carried around) unlike the ginormous desk tower that is fully upgradable and multi-versatile. Different forms, different functions fulfilling different needs. If you want upgradable, try the MacPro. Few things in the consumer PC world are any comparison.

Nom

f they were smart, they?d focus on Apples lack of a netbook. It?s the ultimate extension of these ads? numerous choices on the PC side, and the Air is Apple?s only offering that comes close to this category. There?s a huge price divide there. Unfair comparison, yes, but along the lines of what they?re already doing in these ads.

But MS doesn’t want to talk about netbooks, because netbooks can’t run Vista.

Microsoft is really getting itself wedged, here.  The message of these adds cedes the top end of the market to Mac, and the bottom end is getting eaten by netbooks.  MS: the computer for those who want a computer bigger than a netbook but are too cheap to buy a Mac.  It’s quite a sad message, really: “I would have loved to get a Mac, but I’m going to convince myself I’m happy with this!”.  Is that really the message you want to be sending to potential customers?

Intruder

MacBookPro 15 & 17 inch?1440 by 900 and less

The resolution of the 17” MBP is 1920x1200.

AKjohn

The resolution of the 17? MBP is 1920x1200.

Thanks INtruder. It was early…

So that means she gets a WAYYYY Better computer for her $$ with the Apple.

Thanks!

Vroomfondel

Look out! A virus!

Ha, ha, just kidding.

Love,
An Apple user since 1983

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