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Windows: Life without Walls

Sep. 18, 2008 Paul Thurrott | Paul Thurrott's Supersite for Windows

Tonight, Microsoft will debut some new TV ads as part of its $300 million campaign. Print ads will follow as well. I wrote about this topic this morning in WinInfo, but have a bit more info, and more to share later in the day as part of a longer article.

First though, here are some stills from the TV ads, which have the theme, “I’m a PC.” Yes, you read that right: Microsoft is going after the derisive Apple ads directly, by showing that the PC world is huge, diverse … and human. It’s nicely done. 

 

There are also some print ads planned. Here’s a sample, with a blow-up of the manifesto for your reading pleasure.

Good stuff. And a sharp contrast to the what the other guy is doing. Humanity vs. smugness. Which side are you going to choose?

Discuss this Article 191

shark47
on Sep 18, 2008
I'm a (very happy) PC and I think chuck needs some sleep.
tayme
on Sep 18, 2008
I'm a Mainframe, 50+ Years...and still running!!! --tayme
Lindy
on Sep 18, 2008
Well not bad at all. No great either. Way more on message than the first two. Overall underwhelming. I am not a PC:)
shark47
on Sep 18, 2008
"I am not a PC:)" Thank God.
Lindy
on Sep 18, 2008
"If Microsoft can show to people that Apple has been insulting more than one billion plus computer users, that would become a PR nightmare." Did you really just say that? You were joking right?? In reality I going to say than 980 million Windows users dont give a rats @$$ either way. Their PC chugs along, their microwave oven heats food and the DVD player plays movies. PUT DOWN the cool aid.
shark47
on Sep 18, 2008
"But, I have to say it again...they are just computers..." Not just any computer - a PC. :-) I like the ads. The message comes across LOUD and CLEAR. I think Long Zheng should be proud of himself. He influenced an entire ad campaign. Cool!
techfan
on Sep 18, 2008
I missed the ad (not a fan of the American version of The Office). Is the ad on YouTube yet? Can't wait to see it...
whiplash55
on Sep 18, 2008
Oh, and one more thing... I see why Paul like France so much.
techfan
on Sep 18, 2008
Oh! Thanks for the link Mike!
techfan
on Sep 18, 2008
Well, thanks for Mike, for the link, I saw all three "I'm a PC" commercial. Not bad, but not great. It was good/okay. I do like it a lot that there's no "I'm a Mac, so I'm better than you." 'tude. That's something that turns me off from the Mac ads (and Mac users) (and Steve Jobs). I'm a PC.
systemwolf
on Sep 18, 2008
Saw the ad, it was amazing. About time Windows fought back, not that I didn't really enjoy the sitcom.
Loiosh
on Sep 18, 2008
I'm a big fan of the Sienfield ads... this was not what I expected. I would vote these a 2 out of 5 in terms of themselves and a 1 out of 5 for taking on Apple. I got no other impression except constantly wondering why Mr. Mainframe was a 'pc' when he's probably running all sun/unix hardware. The astronaut was cool. Overall, 2/5. Lame, but not terrible.
Ocean
on Sep 18, 2008
Gruber is not having it. I must admit, he makes a lot of sense: >>dropping these ads is a panicked reaction. Let’s not pretend it makes any sense that the Seinfeld spots were planned as a two-episode teaser all along. -- The most telling fact is that the firm that reached out to the media yesterday to explain that this sudden shift was supposedly the plan all along was not Crispin Porter, the advertising agency producing the campaign, but Waggener Edstrom, Microsoft’s PR firm.<< Gotta agree. Something is fishy there. I bet (and you remember this) that we'll find out later that they put some other Seinfield commercials back on the shelf. The changeover to 'phase II' was way too awkward. I'm a PC, but I'm not drinking MS's koolaid. http://daringfireball.net/2008/09/theres_nothing_there
Ocean
on Sep 18, 2008
Bingo. I was right. What a disjointed campaign: >>In fact, CPB has another completed spot featuring the lovable, affluent couple in the can, ready to air (even though it won't quite yet). << And so much for 'this was planned' nonsense: >>It's true, Microsoft apparently asked the agency to focus on the new "I'm a PC" spots.<< What a mess. http://gizmodo.com/5051682/microsoft-ads-featuring-bill-gates-and-jerry-...
clindhartsen
on Sep 18, 2008
I'm not sure it's been linked to yet, but here's one YouTube upload of one of the advertisements... http://www.youtube.com/watch?v=oshj4zEZlaU Honestly, I'm loving this. Clear, concise, brings a smile to my face. I'm a PC, and I'm proud!
clindhartsen
on Sep 18, 2008
Oh shoot, and another one... http://www.youtube.com/watch?v=t8z1QW3fyPk
cesjr
on Sep 18, 2008
"John was right that the ads are dangerous. If Microsoft can show to people that Apple has been insulting more than one billion plus computer users, that would become a PR nightmare." It's only the geeky windows zealots that feel insulted. Most people blame MS, not themselves
mikegalos@msn.com
on Sep 18, 2008
Isn't it funny that the only people insisting what PC owners feel are the Mac users? Perhaps arrogance comes with the platform.
mikegalos@msn.com
on Sep 18, 2008
Loiosh "Mr. Mainframe" isn't running a mainframe. That's a Windows Server datacenter. Windows doesn't just power desktops and SUN/Unix doesn't own datacenters any more. (And IBM mainframes don't either)
dovella
on Sep 18, 2008
post your video or your photo http://www.microsoft.com/windows/default.aspx?icid=winvan GO!!!!!
Nickelgreen
on Sep 18, 2008
<> I completely agree.
aemarques
on Sep 18, 2008
I'm a PC too! Yesterday I did not turn my PC on and it was only today that I heard the news about the follow-up of the Windows/Not Walls campaign. I don't know if it is because I'm an European and I really don't like negative campaigns (political or otherwise), but I think MS nailed it perfectly! (I miss the Bill/Seinfeld ads, though...)
shark47
on Sep 19, 2008
Ocean, Yeah,. Fear led Microsoft to sign up at least three celebrities, film three 1 minute spots and come up with the entire set of print ads within one week. Oh yes, that's believable. And you use Gruber to prove your point? Why don't you use Apple's own PR next. "Isn't it funny that the only people insisting what PC owners feel are the Mac users?Perhaps arrogance comes with the platform." It's not arrogance. It's delusions. They see conspiracies where none exist. They see ulterior motives where there are none. A commentator on Windows IT Pro had once remarked that all the smart ones had switched to Macs. Well, that may or may not be true, but it sure looks like the delusional ones have switched. After reading all of his comments over the last few days, I don't understand why they've left Ocean behind.
shark47
on Sep 19, 2008
Long Zheng does feel proud: http://www.istartedsomething.com/20080919/im-a-pc-deja-vu/ :-)
Nickelgreen
on Sep 19, 2008
@ Shark47 I think it's the "lover spurned syndrome" isn't it? :-)
Mum
on Sep 19, 2008
"Isn't it funny that the only people insisting what PC owners feel are the Mac users?Perhaps arrogance comes with the platform." Not only that, it seems.
Nickelgreen
on Sep 19, 2008
Eva Longoria is a PC. lol
DRWAM
on Sep 19, 2008
I don't think that the ads started out of fear. Someone probably evaluated the marketing dept,and just wanted something new, out marketing felt it was time to justify it's existence, or something. But not fear. Also, I use Windows at work, and mostly a Mac at home [but the rest of the family uses Windows]. Hanging around here makes me believe that I am the least arrogant and least delusional in the community. If I post anything that I believe is wrong about the company, both sides jump in and counter with reasons that justify their teams behavior, or try to explain that I'm wrong. It's time to look in the mirror or read your posts. But it's definitely not time to stop with humor, anecdotal or not. Describing behavior is not name calling, so I think that's OK, since it's not directed at any one person. Name calling on line is kinda cowardly, which is why I don't do it...OK rarley when I'm real PO'ed, but I haven't done it here......in a while......I think:) Nickle, dude that sucks that you can't get your product where you live. I wish I could send you one. I friggin hate waiting, especially when everyone else is playing with the same toy. I hope it gets there soon.
DRWAM
on Sep 19, 2008
OK, obviously, because of Outlook and Windows Live, I'm using Windows at home more and more. I didn't want you guys thinking that I was lying about being a Mac owner since I bee discussing the above a bit. Doc
Nickelgreen
on Sep 19, 2008
@DRWAM 1) Thanks for caring for the lack of zune service in Italy. The fact that irritates me a lil' bit is that I can't even access the marketplace. But I'm patient and I know eventually the service will be on here too. 2) I think that people like you are really cross-platform people who simply takes the best from both worlds without any ideology. I myself would keep a partition with OSX on my pc, but, as you know, in 2008 it's still impossible. It's possible the reverse but there's a slight difference as you can well imagine.
shark47
on Sep 19, 2008
The negative reactions are pouring in: http://news.cnet.com/8301-10805_3-10045505-75.html?tag=newsFeaturedBlogA... Well, not really pouring in ... I guess. But my gut feeling is that the reaction will be largely negative. Anyway, Doc, I don't have a problem with Mac users who mind their own business and don't insult me by constantly telling me I'm on an inferior platform. The marketshare statistic comes up because of this. I have a couple of friends who own and love their Macs. But they don't feel the need to constantly harp about OS Xs superiority. They like their Macs. I like my PC. That's about it. On the other hand, some commentators here have this delusion of superiority. They believe that they're smarter than the others because they switched to a superior platform and they make it a point to let everyone here know about the way they feel. Apple's ads, the drooling press, and Jobs' keynotes only serve to amplify that feeling. That's what p*sses me off. Ocean, on the other hand, is just a wannabe, wanting to hang out with the "cool kids".
DRWAM
on Sep 19, 2008
I here Nickle. For work, Exchange is wonderful, but it is also great for PIM. MS did a nice job with Entourage and offered rebates making it under $50. Now with windows Live, and even the iPhone, I find Windows just getting more useful for my personal needs. I own a 2 yr old Mac Pro Tower, which will last a very long time. Although it runs Vista very well, I wish to replace my home built PC soon. Since I already have a Mac that will run for a few more years, I doesn't make sense to buy another Mac since I can build a nice Vista beast for much less. I just like fancy cases. I do find it strange when people [writers] marvel at the case appearance of the Mac Pro since I come from an old Italian family, and it reminds me of the cheese grater that we used when I was a kid. Go figure!
Delmont
on Sep 19, 2008
I found these two comments on the ads and I liked these comments: I kinda like this ad. It lets people know that PC users are pretty much everyone, everywhere, and capable of doing everything. It's completely not arrogant. The Mac ads make PC users look like they're creatively inept and disabled. However, where do they go from there? "Hi, I'm a PC. I feed starving children, bring rare animals from the brink of extinction, and I approve presidential campaign messages." I think they should stop here with this type of ad and move on to something else because it can't possibly get any better without delivering low blows like Mac ads do. Second comment: It works even better when you realize that every one of those people is exactly who they say they are. They are themselves instead of actors playing machines. Best bit is Deepok's. Bit of an aside, the man who said he studies genes is Dr. Pedro Lowenstein of UCLA and Cedars-Sinai Medical Center. He may not mean much to most, but to those in his circle, it can mean quite a lot. Now think about all the other "unknowns" in there and wonder just who they were and who is in their sphere of recognition. As for me, I like the style of marketing that promotes the product in a positive way on it's own merits. Not by slamming the competition and/or by slamming your competition's customers.
Nickelgreen
on Sep 19, 2008
A friend of mine, switched to macs 3 years ago. He owns a lil macbook which has become very slow with Leopard installed. So he's been thinking to upgrade to a new macbook or a iMac (he likes to chat in the evening from his bed and I can't tell him he's wrong - lol). He's still lured by the low proces of PC notebooks and he's been thinking of switching to Windows pc. I adviced him to think really a lot about that and I just said him: "Look, you've got so used to mac interface and apps and it would be a pity to get back to Windows even if you like my Vista pc in my home. So maybe you can spare some money and then buy a iMac 24" which I think it's a cool machine for OSX. But clearly a pc notebook will make you save lots of money. It's up to you to decide". This is how I behave with the few friend using mac I know. I'm not an ideologist. If they ask me, yes, I can tell them why a modern PC with Vista maybe far more productive, but I don't like to annoy them with propaganda. If they switch to Windows I'm happy for them, but if they're happy with their macs, I'm happy for them too. :-)
Dipsh t Admin
on Sep 19, 2008
From the beginning MS had said that there would be other celebrities involved with the campaign, so having ads now with those celebrities shouldn't surprise anyone. So, is anyone over on Gruber's site complaining why he is talking about MS so much? ;)
Nickelgreen
on Sep 19, 2008
typo: low proces=low cost
Dude1313
on Sep 19, 2008
Shark, there's "cool kids here"? Looks around :)
DRWAM
on Sep 19, 2008
Nickle, not even I would pay for the high price of a Mac laptop. For what most people need, any much less expensive Windows laptop will be fine. Delmont, many devices that are used for care of the human race in the US must be FDA approved. I was told by a vendor [that tried to sell me a $400,000 dual head gamma camera with a Mac G3 in 2001, at least 2 yrs after they stopped making G3's]. that it was tough dealing with the Mac OS because the frequent changes needed reapproval by the FDA. Almost all medical equipment run on XP, some are still using SP1 in fact. That's why Ifind it strange when someone tries to use a Mac with them. Tey are only displaying images on PACS, but monitor calibration with medical grade monitors is paramount. While it works, I wonder how they got FDA approval. Even the software needs approval such as the type of lossless compression used. With older technology, I have seen intracranial hemorrages missed due to bad monitor calibration and poor compression useage. Of course that was long ago, but still NEC medical calibration tool for PC is truly necessary. I would love to use a Mac without bootcamp, but the available apps just aren't necessary since it's all done on XP anyway. Now the processors are the same, so it seems that only a few Mac centric locations exist. While a resurgence is quite possible, the main tools will still be PC's to run the show, while some users will get supported access with a Mac because of good IT staff.
Master3
on Sep 19, 2008
@ shark47 The negative reactions are pouring in: Only from the usual suspects. No one should be surprised when some "unbiased" tech commentator, or some stupid kid on a messageboard, starts running off at the mouth desperately trying to find something wrong with this ad. The great thing about these ads are that they are exposing the deranged nature of Apple's most nutcase fanatics. In fact many Mac users have given very positive complements about this, which has only further highlighted the loony nature of these people.
Lindy
on Sep 19, 2008
"Isn't it funny that the only people insisting what PC owners feel are the Mac users? Perhaps arrogance comes with the platform." Arrogance? How about stupidity on your part? Honestly anyone that feels anything for an OS needs help. Or at least needs to get up from their computer and go outside once a week. I dont feel anything for OS X or Windows. I just prefer one to the other. They are both tools to get something done. If I won the lottery tomorrow, enough to never have to work again and live in luxury if chose too, my time in front of any computer would drop 90%. There is way more to life than an OS. Or in your case Mike living on this insignificant site. You should update your resume. Add the following line.... "I pug the @$$ in Jack @$$"
Jin Nava
on Sep 19, 2008
I really got to watch more TV, the ad's are interesting, and intelligently done. I've watched enough TV to see the Apple ad's, Microsoft ad are well thought out come back. Now as far as their slogan, "Life with out walls." That would actually be interesting if it were true. Vista, has many Walls, and Microsoft has as of yet still has not addressed them. I won't try to turn this into a Vista bashing debate, or a MS bashing debate. It's about the ad's and there well done. Now for Microsoft thumb's up on your advertisement campaign. Now can you actually, Walk the Talk?

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