Microsoft "takes back" PC character, new ads soon
updated 10:40 pm EDT, Wed September 17, 2008
Microsoft takes back PC
Microsoft has unveiled the next phase of its mysterious multi-stage $300 million advertising campaign, opting to embrace the PC character, played by John Hodges in Apple's ads. The New York Times reports that advertising giant Crispin Porter & Bogusky is soon rolling out the new ads, which Microsoft hopes will allow them to redefine the PC's 'personality'. Microsoft cries foul on Apple's presumptuousness, claiming the ads speak on behalf of the Redmond-based Windows maker, misconstruing what its intentions are with its products.
In the advertisement with the Hodgeman-like PC character, he announces himself similarly. "Hello, I'm a PC, and I've been made into a stereotype," he announces, hoping to denounce the words that Microsoft alleges Apple has stuffed into his mouth.
In addition to taking back the PC image, other ads show real users expressing their pride and satisfaction with using Microsoft products in their work. They will feature scientists, teachers, designers, and even shark hunters, as well as over 60 Microsoft employees, shown with their name and email addresses. This even includes Bill Gates himself.
Others still will feature celebrities like Eva Longoria, Deepak Chopra, and Pharrell Williams. Jerry Seinfeld will not make a third appearance in this stage of the campaign, but it is uncertain whether he will remain absent in the future.
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