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Microsoft ads take aim at Mac prices

updated 09:15 pm EDT, Thu March 26, 2009

Microsoft ads target Macs

Microsoft has released a new series of ads that takes aim at Macs, specifically regarding features versus pricing compared to Windows machines. The company hired Crispin Porter + Bogusky, the ad agency behind the commercials featuring Gates and Seinfeld, to pose as a research firm that recruited unsuspecting people into a mock study, according to the Associated Press. If the volunteers could find a computer meeting certain criteria and within budgets ranging from $700 to $2000, they could keep the system.

The first commercial in the series features a college grad named Lauren who goes hunting for a 17-inch notebook with a comfortable keyboard, but with a budget of $1000. The first location she appears to stop is an Apple Store, but the scene quickly switches to her walking right back out and explaining that the only sub-$1000 notebook provided a 13-inch screen. "I'm just not cool enough to be a Mac person," she says.

Lauren then stops by Best Buy where she finds several systems with 17-inch screens and below the $1000 mark, including an HP system that she decides to purchase for $700.

Microsoft argues that some of the volunteers did have an opportunity to get a Mac within their respective budgets. Lauren, however, did not have the option to find any Mac that fit Microsoft's criteria, as Apple simply does not make a 17-inch notebook for under $1000.

The ad did not go into any details about the hardware specs of the HP notebook, aside from the screen size. It is also unknown if the volunteers were specifically selected for the program only after offering criteria and budgets unlikely to fit Mac systems, or if they were lead in a certain direction by the ad agency staff.

Brad Brooks, a Windows marketing executive, claims the participants weren't told they would appear in a Microsoft ad until after the shopping was completed. He said that Lauren, a member of the Screen Actors Guild, responded with "screaming, yelling, jumping up and down, high fives, thumbs up" after learning she could be featured in a commercial spot.


<a href="http://video.msn.com/?mkt=en-US&playlist=videoByUuids:uuids:0bb6a07c-c829-4562-8375-49e6693810c7&showPlaylist=true&from=shared" target="_new" title="Laptop Hunters $1000 – Lauren Gets an HP Pavilion">Video: Laptop Hunters $1000 – Lauren Gets an HP Pavilion</a>

 
Previous Comments

Unfortunately...

03/26, 09:50pm reply

For those that buy only based off numbers, this commercial may actually have a small effect. Also, why would anyone hire an ad company after they made a bomb of a commercial that simply flushed millions down the toilet?

greenG4

Grizzled Veteran

Joined: Aug 2002

+13

newsflash

03/26, 10:05pm reply

Dodge ads take aim at BMW prices

gkroeger

Fresh-Faced Recruit

Joined: Oct 2008

+17

Well, they got Apple

03/26, 10:08pm reply

on that one, though I wonder how well-equipped the model she got was. I suppose if you only have a certain amount of money and you're looking for a particular product, you're locked out of buying an Apple computer. I hope she's satisfied in the long run with what she got since she wasn't focused on long-term usage just initial price.

Constable Odo

Fresh-Faced Recruit

Joined: Aug 2007

+12

Well...

03/26, 10:24pm reply

She's a "real person", right? I say Apple's ad agency (or this site) follows up with her in 6 months and sees how happy she is with her purchase. I mean, it'd be pretty hard to be unhappy with a free computer, but it would be an interesting exercise.

dogzilla

Mac Enthusiast

Joined: Sep 1999

+8

Take Two, Action!

03/26, 10:35pm reply

"Brad Brooks, a Windows marketing executive, claims the participants weren't told they would appear in a Microsoft ad until after the shopping was completed."

Oh I don't know Brad - the script, NDA, wardrobe, make-up and cameras would've been a dead giveaway to me.

joeobinary

Fresh-Faced Recruit

Joined: Mar 2009

+13

Apples to apples...?

03/26, 10:38pm reply

...when I tweeked a Dell order to match my 17" MBP it came within $150 in basic plastic without iLife or the beauty of a mac interface...

bobolicious

Fresh-Faced Recruit

Joined: Aug 2002

+12

Also...

03/26, 10:52pm reply

in the commercial they say Mac Store...if you're going to go after Apple, at least do it right. Besides, the guys at the Ad Agency all have Macbook Airs.

conavarro

Fresh-Faced Recruit

Joined: Mar 2009

+12

Spyware is free

03/26, 11:19pm reply

like another post earlier, I too would love to see how happy she is when she finds out she needs to restore her "pc" after all the bugs catch up to her. And also hey bonus, the c*** ware is free! Good luck Lauren

handydan

Fresh-Faced Recruit

Joined: Nov 2001

+6

Watch the body language…

03/26, 11:20pm (1 reply) reply

I found it very amusing for a Microsoft Ad, she tries to buy a Mac first, and is disappointed that she can't get one.

ottopia

Fresh-Faced Recruit

Joined: Mar 2009

+6

17" 2.4 MHZ 6 Cell Batt..

03/26, 11:25pm reply

do the math. She gets what she deserves.

jpellino

Fresh-Faced Recruit

Joined: Oct 1999

+2

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