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Digging Deeper (daringfireball.net)
29 points by naish on Sept 20, 2008 | hide | past | web | favorite | 12 comments



I think Microsoft is trying to convince us that it's okay to be "regular". It's targeted at the market that doesn't necessarily want their computer to be "special". So, all Microsoft has to do is keep reminding us that Windows users are the majority. It's not an Apple-reinforcing disaster as this article implies.


Yes, this was my reaction exactly.

"The point is that this is the role Apple has reduced Windows to in this advertising campaign. Windows is regular. The default. The norm. Mac OS X and the software that runs on it is special. It is something that the Mac can never lose and which the PC can never have."

..."has reduced Windows to"? Quite the opposite - this is exactly what Microsoft wants...that Windows is the regular, the default, the norm. From business perspective, this is even better than to be so-called "special".


I actually think its more a reinforcement of the "Windows can do anything" manta. All those "regular" people do all sorts of different and constructive things.

One thing that really amused me is how charity-friendly the ads seemed. It really seemed a stark contrast to the clinically white sets of the Apple ads and the total personal focus of their characters.


Windows wouldn't be able to pull off the complete focus that Apple does. Their products don't merit that necessarily.

That's why there's such an inconsistency between the views that I see here and the views that I'm finding on all of the (Apple-leaning) blogs that I read daily. It's not because Mac users like to just blatantly bias themselves against Microsoft. It's because I think that Apple users have a much more sterile attitude towards the products that they use. They care only about how powerful their computers are, how beautiful they look, and how quickly they can get their work done. It's like the commenter said here a long time ago. Picture Dell running an ad like Apple does, with a Dell computer revolving in a white space. It's preposterous. They couldn't get away with it.

So Microsoft runs these ads. The reaction I've seen overwhelmingly here is that they're doing a great job of making Microsoft seem like a likable everyday company, and that that's a brilliant ad campaign. The Apple users, on the other hand, think that Microsoft is admitting inferiority by doing this, and that the fact that they're not directly attacking Apple's product (or promoting their own) is a sign of absolute, terrible weakness. It's a difference in mindsets. Personally, I agree with the Apple side's mindset, because I dislike ads that don't actively push their product. I consider that dishonest. That said, this site's making me realize just who those ads are being aimed at.

It's funny that you mentioned charity. I always saw Apple as a very Objectivist company in terms of their attitude towards their products, and Microsoft as the obvious mass-market opponents that get depicted in Ayn Rand novels. A big part of that difference is always that the villains in Rand support charity quite publicly and the Rand characters focus only on one thing: their work.


I think that the point of the ads is that many different people from many walks of life own PCs - with the implication that Apple only attracts a certain type of person to their products. The ads don't make Microsoft seem "generic," instead they portray the company as catering to many different kinds of people.

It doesn't make me want to support Microsoft any more than I have to, but I don't think the ads are "jaw-droppingly bad."


It's jaw-droppingly bad if your point of view is that ads are supposed to sell their product. That's not a big mindset, and so Microsoft's ads are being pretty accepted by people, but Gruber's very deliberate in that mindset.


He's wrong because he's digging far deeper than the average viewer. The average viewer sees it as Mac vs Windows, just like Coke vs Pepsi. Hodgman is Windows, and the other dude is OSX.


I'm not so sure of that. Of the people I know who might be considered average viewers, the choice seems to be "should I get a regular laptop? or should I get a mac?"

Apple's got the advantage that it can sell features, like video chat. Microsoft has to sell an operating system (even if they include video chat software, they can't guarantee there will be a camera for it).

I think this is how they've developed the popular notion of "should I upgrade to a mac this time around?"


Just saw the new Microsoft ad on SNL...you know what? I thought it was a great ad. famous people. normal people. Interesting people. I paid attention the whole time and was surprised by some of them. How is that not a good ad?


i just hate this guy. i mean, how the fuck can you go on and on and on about apple day in and day fucking out. jesus man, develop some interests.


His blog also talks a lot about typography. He discusses his thoughts on movies and writers. He links to interesting videos he comes across.

He's excused for being an Apple blogger by the fact that he's interesting and a good writer. If you don't want to read him, then don't.


They’re not dressed as computers, they’re dressed as people. It’s postmodernism taken to a very silly and profoundly unserious commercial end.

Yeah, when that happens you know you have a problem with the person analyzing the ad, or the ad itself...




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