Microsoft Surface ad

still doesn’t get it

The newest Microsoft Surface ad aims to replicate the brilliant I’m a Mac I’m a PC ads from years ago.

You remember those spots. Watching them, you simply saw yourself as the laid-back, cool Justin Long (Mac).

The Microsoft Surface ad doesn’t compare the brands. It compares product benefits.

I’m sure Microsoft feels the case is closed. The Surface Pro 7 sports a touchscreen, detachable keyboard and a pen. And it costs less.

If the idea is to get consumers to switch from Apple, Microsoft failed

For years, the brand has been a laughing stock because it was the epitome of jamming too many messages together.

Microsoft still thinks consumers buy based on rational thought.

No, we buy based on emotional triggers. We simply backfill our choices with rational reasons. 

The Microsoft Surface ad is akin to a used car salesman trying to tell you all the car's great features.

Microsoft, however, had the chance to actually claim an emotional ground here.

Apple has long built its brand on the idea of being the usurper. “Think Different” it always says.

Microsoft could have positioned itself as an emotional, true choice against the behemoth that pretends to be the rebel.

“Don’t get swindled” or something like that would be far more effective than simply listing product benefits.

The result is “I’m a Mac” remains the better choice on an emotional level.  You still don’t want to be the PC guy.