Microsoft Has Identity Issues
Recently, I had my students review the "Mac vs. PC" commercials, as well as the parodies. We then compared them to the latest Microsoft "I'm a PC" commercials. Our verdict? Microsoft has, indeed lost its sense of identity.
The surest sign of this is the fact that the computing giant keeps playing catchup. The "I'm a PC" ads featuring everyone from Deepak Chopra to Pharrell Williams strike me as lame, at best; at worst, they make Microsoft seem desperate. The visit to the African village, the wrestling, the multilingual world-trek is disjointed, haphazard. What does "I'm a PC" mean? Really? Why should I want to be a PC?
Apple's "Mac vs. PC" ads are effective because the company has tapped into what is at the core of user identity. The marketing syncs with the product. Being a Mac means, as my students put it: young, cool, cocky (and I would add, white and male–a problematic I will discuss later, and one which Microsoft could better exploit). Apple has done two things right: it's defined itself and, in the absence of a clear market identity, it has defined PC. PC is "stuffy, clueless white dude" in an era that has seen us elect our first African American president–an Internet president who made his mark by exploiting to great effect social networking. Given Microsoft's $240 million equity stake in FB–the hipster college networking site turned campaigning powerhouse–you might think the company would be looking to raise its profile by turning to that space. Grainy YouTube videos with "real" folks just make me cringe in the same way my tween niece cringes when I sing along to the Jonas Brothers. It's painful and off-key.
Sorry, Microsoft, but when I see images of Pharrell Williams (the black entertainer), Tony Parker (the black athlete),and the African village (the black cause), I cringe a little. I think, "I'm glad I'm a Mac," because even though Mac, to Apple, means young, white, and male, I would almost prefer to be ignored than trapped in a stereotype–just as much as Microsoft resents being "made into a stereotype" by Apple.
Very interesting racial analogy. The one thing I did notice about the "I'm a PC" commercial was the—what seemed to me—obvious use of people of color. I don't like the campaign because, as you pointed out, it seems that Microsoft is trying too hard. They are playing on what is missing from Apple—the faces of color. They even tried to use "cool/hip" type people. The only time you see brown faces in Apple marketing is in the iPod ads—the young hip dancers bopping to the music in their white earbuds. But hey, I love Apple…the products are so clean and sleek… I was in the Apple Store the other day. It's such a unique experience—they had check out people who come to you with portable devices to scan your products and send the receipts to your email… But I felt like I was suppose to wear one of those sterile outfits—everything was just so clean… and white. I guess that's why I tend of favor their black products. (I think I'm rambling now.)
BTW–I love the new decor. It really looks like you have settled in and made this home. With that said, I expect more updates in my Google reader.