End of an era II: Bill and Jerry

September 18, 2008

Ah, Bill. Ah, Jerry!

We hardly knew you and now, you’re gone. Surplus to requirements.

What would have become of your budding love affair? Would it be consumated in a flurry of Micro and Soft related humour?

We can but speculate.

Disappointingly, Microsoft appears to have adopted a new ad campaign that will directly answer Apple’s Mac vs PC approach. This is stupid on many levels, not least of which is it draws attention to your competitor’s ads and validates them AND you run the risk of people confusing your ads with theirs and thinking they’ve just watched an Apple ad, regardless of what is on screen.


2 Responses to “End of an era II: Bill and Jerry”

  1. Miki Says:

    This is just a very structured approach to get people talking about Microsoft in a brand sense. Run a couple of ads on one theme and then dramtically change tact. No-one is expecting it, you get surprised and now everyone is curious to see what is next in the story. Agency had done a good job to build mystique – now if the product can meet the promise then they are humming. That’ll take a bit more than some smart creative.

    No-one is confused about who MS is and who Apple is

  2. audent Says:

    But don’t you think (and this is assuming that MS does adopt a similar ad to the Apple ads) that by doing so it simply ads legitimacy to Apple’s approach? You don’t respond in kind, you carve your own market share.

    and isn’t it a little odd that Apple (sub 10% market share) is leading the brand war while Microsoft (everything else) is trailing along responding…?

    Personally I think they’d be better off ignoring Apple, dumping Vista as fast as they can and putting the whole sorry experience behind them!

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