14 DAY TRIAL // The second commercial part of Microsoft's “Windows, Not Walls” ad campaign has started airing. It was broadcast last night during Big Brother on CBS. This one is actually funny, although it still doesn't compare to Apple's concise, sarcastic and catchy ads.
The four and a half minute-long ad stars Seinfeld and Gates at a family dinner. 30 seconds into the commercial, viewers understand Jerry and Bill have somewhat been adopted by the respective family. The video is full of funny pass-the-mustard scenes, and the usual family stuff, like granny saying “you're in my seat.” However, 30 seconds later, the viewer is left to understand that Jerry and Bill (especially Bill) are the ones doing the "adopting.” Jerry stresses out to Bill “we need to connect with real people,” and Bill starts to “feel it.”
The message is clear here: Microsoft wants to make its customers feel like part of a real family. More than that, the company wants Windows PC users to know that it wants to play an important role in their lives, and that it will do everything in its power to understand their needs. The part where Gates reads a bedtime story to one of the kids clearly expresses Microsoft's intentions. Just like the first ad, the video ends with Jerry asking Gates to give him a sign if he knows how the computer industry will evolve. Gates does “the robot,” which is pretty cool (and much better than adjusting his shorts) and the two are off to another house, to connect with another family.
But can this ad rival with Apple's? For a $300M campaign, there sure are only a few computer-related moments. The only Windows-reminiscent term you hear throughout the whole commercial is “Firewall.” Apple's ads, on the other hand, each have a technical topic on which they're based. Like, for instance, Apple's “Off The Air” commercial where Mac reveals to PC how easy it is to switch to the Mac. This ad relates to people's needs pretty well, as many of those who wish to make the switch are afraid of not leaving anything behind. This is why an Apple Genius takes great care in moving everything you had on the old PC to your new Mac, for free.
Microsoft sounds well intended, but the company still has a long way to go if it really wants to make a difference for the people. One step in that direction would be providing more intuitive and more secure computing solutions, something which the next “Windows, Not Walls” ad should express a bit louder.
How did you like the commercial and why do you think Apple manages to connect to the crowd better than Microsoft?
Microsoft's latest "Windows, Not Walls" commercial
Now, here's Apple's way of "connecting"