O2 Newsletter : December 2009 : New Mac Ads Attack the Launch of Windows 7 with Same Old Stereotypes

New Mac Ads Attack the Launch of Windows 7 with Same Old Stereotypes

Apple has returned to the ad world once in an attempt to destroy the Microsoft brand, this time focusing on the newly released Windows 7 (a.k.a. Win 7) software. In a series of challenging and bold new 'Get a Mac' ads, viewers see many of the same motifs that have been used in previous Apple advertisements. The three new ads feature the same old uptight PC “professional” vs. the incredibly hip, young and independent OS Mac user.

After seeing even one of these commercial, it’s obvious that it is Apple—not Microsoft—that is going on the defensive.
Win 7 is being touted by the company as a revolution in usability and design. These were areas that Apple has always tried to dominate, hence the over-the-top new ad campaign. These ads are only one part of the Apple strategy as a separate (and smaller) ad campaign is being run to promote Mac’s new Snow Leopard OS, which will be the main rival of Win 7.

From a marketing perspective, you have to wonder whether another series of Microsoft-bashing ads will continue to be an effective means for capturing new business. True, the idea was incredibly popular when it started years ago. Whether you used a PC or a Mac, you couldn’t help but remember the personas characterized in those ads. Nevertheless, is Apple going too far on the defensive? No other company today bashes its market rival(s) in such a direct and targeted manner. With outdated stereotypes and, frankly, ego-driven content, is Apple really showing that they’re the better system, or are they so self-conscious about their own products that they need to attack their competition directly?

Regardless of your preference, consider the ad above and how it makes you feel as a user. Anyone changing sides?

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