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| {{short description|Microsoft television advertising campaign}} | |||
| ]] | ]'s "PC" character in Apple's ads]] ] | ||
| "'''I'm a PC'''" is the title for a television ] created for ] by ad agency ] (CPB). The series first began to appear in September, 2008.<ref>{{cite web | |||
| "'''I'm a PC'''" (also known as '''Pride''') is a television ] created for ] by ad agency ] (CPB). The series first began to appear in September, 2008.<ref>{{cite web |last=Carlson |first=Nicholas |date=19 September 2008 |title=Microsoft's new "I'm a PC" commercials want you to "Think Different" |url=http://valleywag.com/5052167/microsofts-new-im-a-pc-commercials-want-you-to-think-different |url-status=dead |archive-url=https://web.archive.org/web/20080930054930/http://valleywag.com/5052167/microsofts-new-im-a-pc-commercials-want-you-to-think-different |archive-date=30 September 2008 |access-date=2008-09-30 |website=Valleywag}}</ref><ref name=":0">{{Cite web |last=Keizer |first=Gregg |date=18 September 2008 |title=Microsoft's 'I'm a PC' ad images made on Macs |url=http://www.computerworld.com/action/article.do?command=viewArticleBasic&articleId=9115120 |url-status=dead |archive-url=https://web.archive.org/web/20080923065422/http://www.computerworld.com/action/article.do?command=viewArticleBasic&articleId=9115120 |archive-date=23 September 2008 |website=Computerworld}}</ref><ref>{{Cite news |date=19 September 2008 |title=Microsoft ad campaign: I'm a PC, declared with pride |url=https://www.theguardian.com/media/2008/sep/19/microsoft.advertising |access-date=7 August 2024 |work=The Guardian |language=en-GB |issn=0261-3077}}</ref> The new series of commercials replace those that featured the pairing of ] and ]. | |||
| | last = Carlson | |||
| | first = Nicholas | |||
| | authorlink = | |||
| | coauthors = | |||
| | title = Microsoft's new "I'm a PC" commercials want you to "Think Different" | |||
| | work = | |||
| | publisher = Vallywag | |||
| | date = 19 Sept. 2008 | |||
| | url = http://valleywag.com/5052167/microsofts-new-im-a-pc-commercials-want-you-to-think-different | |||
| | accessdate = 2008-09-30}}</ref><ref name="computerworld.com1">, By Gregg Keizer, ] ( on ], September 20, 2008)</ref> The new series of commercials replace those that featured the pairing of ] and ]. | |||
| The $300 million |
The $300 million advertising campaign was designed to challenge ] ] campaign, in which a ] ] is personified as an uninteresting office employee overly concerned with work, by showing everyday people to be PC users, thus breaking the perceived stereotype depicted in the Get a Mac commercials.<ref name=":1">{{Cite web |last=Moses |first=Asher |date=25 September 2008 |title=New Microsoft ads made on a Mac |url=http://www.thevine.com.au/news/articles/new-microsoft-ads-made-on-a-mac.aspx |url-status=dead |archive-url=https://web.archive.org/web/20110721221611/http://www.thevine.com.au/news/articles/new-microsoft-ads-made-on-a-mac.aspx |archive-date=21 July 2011 |website=TheVine}}</ref> | ||
| The campaign was met with some criticism due to the discovery that the advertisements were created using the computers and operating system of Microsoft's main competitor, ]<ref></ref> | |||
| ==Campaign== | ==Campaign== | ||
| The ad series features prominent and popular individuals saying "I'm a PC" and has appearances by common international users as well as personalities such as writer ], mixed martial artist ], actress ], photographer ] and singer ]. | The ad series features prominent and popular individuals saying "I'm a PC" and has appearances by common international users as well as personalities such as writer ], mixed martial artist ], actress ], photographer ] and singer ]. | ||
| The campaign was created by the CPB advertising agency and exhibited normal PC users to be found everywhere. It was the second phase of Microsoft's 2008 efforts to displace the ubiquity of Apple's "Get a Mac" ads, which portrayed the Mac as "cool and intuitive" and the PC as "boring and clunky".<ref name=" |
The campaign was created by the CPB advertising agency and exhibited normal PC users to be found everywhere. It was the second phase of Microsoft's 2008 efforts to displace the ubiquity of Apple's "Get a Mac" ads, which portrayed the Mac as "cool and intuitive" and the PC as "boring and clunky".<ref name=":1" /> The Microsoft spots typically opened with an image of Sean Siler,<ref>{{Cite web |last=Wilson |first=Mark |date=19 September 2008 |title=So What's Up With That New 'I'm a PC' Guy, Anyway? |url=http://gizmodo.com/5052411/so-whats-up-with-that-new-im-a-pc-guy-anyway |url-status=dead |archive-url=https://web.archive.org/web/20170826173002/http://gizmodo.com/5052411/so-whats-up-with-that-new-im-a-pc-guy-anyway |archive-date=26 August 2017 |website=Gizmodo}}</ref> an actual Microsoft employee dressed as ]'s personification of a PC stating lines such as "I'm a PC, and I've been made into a stereotype" and "I'm a PC, and I am not alone." | ||
| The composition was made to |
The composition was initially made to resemble that of the Apple campaign, as Siler resembles Hodgman, the "PC" counterpart to ] as a Mac in the Apple commercials.<ref name=":0" /><ref>{{Cite web |date=21 September 2008 |title=Magazine: Microsoft ad uses Mac software |url=https://www.upi.com/Odd_News/2008/09/21/Magazine-Microsoft-ad-uses-Mac-software/24661221976279/ |access-date=7 August 2024 |website=UPI |language=en}}</ref> | ||
| The advertisements are also interspersed with various non-famous users who proclaim "I'm a PC" from a variety of places and in a number of methods. The intent is to demonstrate how PC users are ordinary people. |
The advertisements are also interspersed with various non-famous users who proclaim "I'm a PC" from a variety of places and in a number of methods. The intent is to demonstrate how PC users are ordinary people.<ref>{{Cite web |date=22 September 2008 |title='I'm a PC' ad pictures made on a Mac |url=http://www.macnn.com/articles/08/09/22/im.a.pc.pics.made.on.a.mac/ |archive-url=https://web.archive.org/web/20160506151423/http://www.macnn.com/articles/08/09/22/im.a.pc.pics.made.on.a.mac/ |archive-date=6 May 2016 |website=MacNN}}</ref> | ||
| ===Windows 7=== | ===Windows 7=== | ||
| Touting the then-upcoming ] as Microsoft's best ever operating system, ] said during his CES 2009 presentation "That's why we say, 'I'm a PC and proud of it'!".<ref>{{Cite web |last=Griggs |first=Brandon |date=8 January 2009 |title=Microsoft's Ballmer touts 'best version of Windows ever' |url=https://edition.cnn.com/2009/TECH/01/08/microsoft.ballmer/index.html |access-date=27 October 2023 |website=CNN Edition}}</ref> | |||
| ⚫ | |||
| ⚫ | Upon the release of ], Microsoft aired several advertisements under this campaign demonstrating the features of their new operating system. The ads typically focus on one person and end with the tagline "I'm a PC and Windows 7 was my idea." | ||
| ==Criticism== | |||
| Criticism of the campaign, mostly found on Internet technology portals and blogs, focused around the allegation that the four still images of the campaign posted at Microsoft's press site contained digital fingerprints from ] being run on Apple computers<ref name="computerworld.com1"/>. | |||
| The link between the advertisements and Apple computers was initially noted by a ] user<ref name="fool.com1">, by Tim Beyers, ], September 22, 2008</ref> who found traces of Apple's ] and Adobe's ] graphics program embedded within the officially released images. '']'' published similar findings, noting when the file properties of the images found at the Microsoft press site are examined the embedded string 'Adobe Photoshop CS3 Macintosh' can be seen.<ref name="computerworld.com1"/> According to an '']'' blog Microsoft responded overnight by digitally ] the ] from the images.<ref name="smh.com1"/><ref name="informationweek.com1"> by Dave Methvin ] blog 21 September 2008</ref> | |||
| In an official press release Microsoft responded to the criticism, stating "as is common in almost all campaign workflow, agencies and production houses use a wide variety of software and hardware to create, edit, and distribute content, including both Macs and PCs".<ref name="smh.com1"/> | |||
| ==References== | ==References== | ||
| {{reflist|2}} | {{reflist|2}}{{Microsoft}} | ||
| ] | |||
| ] | ] | ||
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Latest revision as of 11:43, 12 August 2024
Microsoft television advertising campaign
"I'm a PC" (also known as Pride) is a television advertising campaign created for Microsoft by ad agency Crispin Porter + Bogusky (CPB). The series first began to appear in September, 2008. The new series of commercials replace those that featured the pairing of Jerry Seinfeld and Bill Gates.
The $300 million advertising campaign was designed to challenge Apple's Get a Mac campaign, in which a Microsoft Windows PC is personified as an uninteresting office employee overly concerned with work, by showing everyday people to be PC users, thus breaking the perceived stereotype depicted in the Get a Mac commercials.
Campaign
The ad series features prominent and popular individuals saying "I'm a PC" and has appearances by common international users as well as personalities such as writer Deepak Chopra, mixed martial artist Rashad Evans, actress Eva Longoria, photographer Geoff Green and singer Pharrell Williams.
The campaign was created by the CPB advertising agency and exhibited normal PC users to be found everywhere. It was the second phase of Microsoft's 2008 efforts to displace the ubiquity of Apple's "Get a Mac" ads, which portrayed the Mac as "cool and intuitive" and the PC as "boring and clunky". The Microsoft spots typically opened with an image of Sean Siler, an actual Microsoft employee dressed as John Hodgman's personification of a PC stating lines such as "I'm a PC, and I've been made into a stereotype" and "I'm a PC, and I am not alone."
The composition was initially made to resemble that of the Apple campaign, as Siler resembles Hodgman, the "PC" counterpart to Justin Long as a Mac in the Apple commercials.
The advertisements are also interspersed with various non-famous users who proclaim "I'm a PC" from a variety of places and in a number of methods. The intent is to demonstrate how PC users are ordinary people.
Windows 7
Touting the then-upcoming Windows 7 as Microsoft's best ever operating system, Steve Ballmer said during his CES 2009 presentation "That's why we say, 'I'm a PC and proud of it'!".
Upon the release of Windows 7, Microsoft aired several advertisements under this campaign demonstrating the features of their new operating system. The ads typically focus on one person and end with the tagline "I'm a PC and Windows 7 was my idea."
References
- Carlson, Nicholas (19 September 2008). "Microsoft's new "I'm a PC" commercials want you to "Think Different"". Valleywag. Archived from the original on 30 September 2008. Retrieved 2008-09-30.
- ^ Keizer, Gregg (18 September 2008). "Microsoft's 'I'm a PC' ad images made on Macs". Computerworld. Archived from the original on 23 September 2008.
- "Microsoft ad campaign: I'm a PC, declared with pride". The Guardian. 19 September 2008. ISSN 0261-3077. Retrieved 7 August 2024.
- ^ Moses, Asher (25 September 2008). "New Microsoft ads made on a Mac". TheVine. Archived from the original on 21 July 2011.
- Wilson, Mark (19 September 2008). "So What's Up With That New 'I'm a PC' Guy, Anyway?". Gizmodo. Archived from the original on 26 August 2017.
- "Magazine: Microsoft ad uses Mac software". UPI. 21 September 2008. Retrieved 7 August 2024.
- "'I'm a PC' ad pictures made on a Mac". MacNN. 22 September 2008. Archived from the original on 6 May 2016.
- Griggs, Brandon (8 January 2009). "Microsoft's Ballmer touts 'best version of Windows ever'". CNN Edition. Retrieved 27 October 2023.
