Over the long competitive history between Apple Computers and Microsoft, the list of examples is long where Apple does something first and then Microsoft tries its best to copy it (never as well).
Slower, cumbersome, less innovative Microsoft constantly walks in the same path already well-carved out and mastered by Apple.
The latest example comes after Apple's very successful latest new "Get a Mac" ad campaign, where hip MacBoy talks with awkward PCGuy. A few weeks ago, the Jointblog posted that for Apple, you are what you compute with.
In the Apple spots, MacBoy easily networks with PCs and any digital device (including the latest Japanese digital camera) while the PC can't communicate with "her". Healthy MacBoy has sympathy for PCGuy's sickness from one one of the 100,000 viruses attacking PCs every year, making him sneeze and ultimately freeze while MacBoy is completely immune. And there's 4 more variations on the theme demonstrating why Apple's are so much better, cooler and easier to use.
PCGuy is actually "The Daily Show's" 'resident expert' comic John Hodgman...a guy who really doesn't quite get it but still exudes a level of fake superiority anyway. A perfect character to spoof Microsoft.
Microsoft's marketing reply?
(As imagined from the Microsoft campus boardroom...)
Microsoft nerd #1: "Guys, these latest Apple spots are killing us. What are we going to do?"
Microsoft nerd #2: "I know, they always have better ads. They always look so cool. I even download them on my iPod to watch later. Ooops, I mean, my 'mp3' player."
Microsoft nerd #3: "Hmmm, I have an idea. Since they use a 'Daily Show' dude to represent us, why don't we use a 'Daily Show' comic, too, for our own ads. I hear it is a very popular show with the kids, although I've never watched it."
MS nerd #1: "'The Daily Show'? What's (using air quotation marks in the air) 'The Daily Show'?"
MS nerd #2: (air quotation marks) "'The Daily Show'" is a popular fake news show that spoofs the news. Jon Stewart hosts it; you know, he was this year's host of the Oscars. Although he didn't make many people laugh. I don't know why he is popular."
MS nerd #3: "Right, that Stephen Colbert used to be the show. He used to do those Mr Goodwrench ads and now has his own show. He seems like a good Republican, although I didn't get his jokes at the White House Correspondence Dinner last month. That was weird. I bet he would be too expensive since he's such a huge star."
MS nerd #1: "Okay, can someone create a spreadsheet to help us evaluate other comics from (quotation marks) 'The Daily Show' to use when we market Vista...that is, whenever we can ever finally get the kinks worked out and (more quotation marks) 'trojaned' onto the market?"
MS nerd #2: "Good one, Big Bill. We'll get right on it."
Putting their creativity and spreadsheets into action, Microsoft found their candidate (it is rumored, as reported by both The Seattle Post Intelligencer and the Hollywood Reporter). According to the publications Wednesday:
"The rivalry between Microsoft Corp. and Apple Computer Inc. apparently extends to the cast of 'The Daily Show'. Microsoft has reached a deal with Demetri Martin, the young 20-something comic behind the fake news program's periodic 'Trendspotting' feature, to star in a marketing campaign for the upcoming Windows Vista."Microsoft wouldn't confirm or deny the story in The Hollywood Reporter. Microsoft used to ask in their ads "where do you want to go today?" Apparently, Microsoft likes to go to the Apple Store for their ideas.
Seattle Post Intelligencer article here
"I'm a PC, I'm a Mac" ads here
posted by Chris Kennedy @ Friday, June 09, 2006,
- At 10:52 PM, said...
It's a joke to see Bill Gates so desperate