Microsoft’s new “I’m a PC” commercial is simply genius. Regardless of whether you’re a PC or Mac person, the ad is brilliant.
For starters, the ad is a great “Aikido” move. In Aikido, the person being attacked redirects the force of the attack rather than opposing it head-on. Microsoft took the attack of the PC stereotype, a position that Apple has energized, and redirected the energy into celebrating the diversity of its own customers.
In addition, the Microsoft ad takes the higher road and in some ways makes the Apple ads – particularly those of late – seem a little snarky. Microsoft elevated the conversation by busting through stereotypes and generalizations and delivering a message of power in diversity and strength in numbers. In this day and age, this is arguably a powerful message.
And finally the ad serves as a rally cry to PC users and gives them a platform for a little PC-pride. Microsoft has a big base of consumers to tap and this ad cleverly has fellow consumers issue the rally call, not Microsoft; smart for a company that is often perceived as the resident bully.
It remains to be seen if PC users will rally and how that translates at the cash register in terms of market share and staving the growth of Mac users. But it is a very, very good start and ad strategy at its best. Game on!
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