Misplaced Pages

I'm a PC: Difference between revisions

Article snapshot taken from Wikipedia with creative commons attribution-sharealike license. Give it a read and then ask your questions in the chat. We can research this topic together.
Browse history interactively← Previous editNext edit →Content deleted Content addedVisualWikitext
Revision as of 22:00, 3 October 2008 editArcayne (talk | contribs)Rollbackers26,574 edits one redundant campaign addressed← Previous edit Revision as of 22:25, 3 October 2008 edit undoArcayne (talk | contribs)Rollbackers26,574 edits →Criticism: addressing redundanciesNext edit →
(2 intermediate revisions by the same user not shown)
Line 12: Line 12:
| accessdate = 2008-09-30}}</ref><ref name="computerworld.com1">, By Gregg Keizer, ] ( on ], Spetember 20, 2008)</ref> The new series of commercials replace those that featured the pairing of ] and ], which failed to find an audience.<ref name="smh.com1">, by Asher Moses, ], September 24, 2008 ( on thevine.com.au)</ref><ref name="betanews.com1">, by Jacqueline Emigh, ], September 22, 2008</ref><ref name="mashable.com1">, by Mark Hopkins (mashable.com)</ref> | accessdate = 2008-09-30}}</ref><ref name="computerworld.com1">, By Gregg Keizer, ] ( on ], Spetember 20, 2008)</ref> The new series of commercials replace those that featured the pairing of ] and ], which failed to find an audience.<ref name="smh.com1">, by Asher Moses, ], September 24, 2008 ( on thevine.com.au)</ref><ref name="betanews.com1">, by Jacqueline Emigh, ], September 22, 2008</ref><ref name="mashable.com1">, by Mark Hopkins (mashable.com)</ref>


The $300 million dollar advertising campaign was designed to challenge Apple's "elitist Mac user vibe" "]" campaign by showing everyday PC users, such as scientists and teachers, noting the virtues of their platform of choice.<ref name="smh.com1"/> It also featured prominent and popular individuals saying "I'm a PC" and had appearances by personalities such as medical doctor and writer ], actor ], photographer ] and singer ]. The $300 million dollar advertising campaign was designed to challenge what critics call Apple's "elitist Mac user vibe" "]" campaign by showing everyday PC users, such as scientists and teachers, noting the virtues of their platform of choice.<ref name="smh.com1"/> It also featured prominent and popular individuals saying "I'm a PC" and had appearances by personalities such as medical doctor and writer ], actor ], photographer ] and singer ].


The campaign has been lampooned since its commercials were revealed to have been created largely on Apple computers, and some of the endorsers are notable supporters of various Apple products.<ref name="computerworld.com1"/> an embarrassment compounded by Microsoft's responding by purposely ] Apple-specific "]" from images of the commercials.<ref name="informationweek.com1">, by Dave Methvin, ] blog, September 21, 2008</ref><ref name="smh.com1"/> The series of ads have been lampooned since its commercials were revealed to have been created largely on Apple computers, and some of the endorsers are notable supporters of various Apple products.<ref name="computerworld.com1"/> an embarrassment compounded by Microsoft's responding by purposely ] Apple-specific "]" from images of the commercials.<ref name="informationweek.com1">, by Dave Methvin, ] blog, September 21, 2008</ref><ref name="smh.com1"/>


==Campaign== ==Campaign==
Line 20: Line 20:
The "I'm a PC" advertising 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 "Mac Vs. PC" ads, which portrayed the Mac as "cool and intuitive" and the PC as "boring and clunky".<ref name="smh.com1"/> The Microsoft spots typically opened with an image of Sean Siler,<ref name="gizmodo.com1">, By Mark Wilson, ], September 19, 2008</ref> a Microsoft employee claiming "I'm a PC, and I've been made into a stereotype". The "I'm a PC" advertising 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 "Mac Vs. PC" ads, which portrayed the Mac as "cool and intuitive" and the PC as "boring and clunky".<ref name="smh.com1"/> The Microsoft spots typically opened with an image of Sean Siler,<ref name="gizmodo.com1">, By Mark Wilson, ], September 19, 2008</ref> a Microsoft employee claiming "I'm a PC, and I've been made into a stereotype".


The composition was made to be similar to that of Apple's campaign, as Siler bears a resemblance to ], the "PC" counterpart to ] as a Mac in the Apple commercials.<ref name="upi.com1">, ]</ref><ref name="computerworld.com1"/> The campaign ads also feature common international users as well as noted celebrities like Deepak Chopra, Geoff Green, Eva Longoria and Pharrell Williams, all noting "I'm a PC". The composition was made to be initially resemble that of the Apple campaign, as Siler bears a resemblance to ], the "PC" counterpart to ] as a Mac in the Apple commercials.<ref name="upi.com1">, ]</ref><ref name="computerworld.com1"/> The series of commercials also feature common international users as well as noted celebrities like Deepak Chopra, Geoff Green, Eva Longoria and Pharrell Williams, all noting "I'm a PC".


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. One such is user "Meaghan", displaying the words written on a ] while underwater in a shark cage. When the shark bumps the cage, Meaghan flips the whiteboard over to display the additional, humorous message, "and I'm afraid". The intent is to demonstrate how PC users are ordinary people, contrasting the "Mac Vs. PC" campaign's negative portrayal of Windows users. <ref name="macnn.com1">, (MacNN.com)</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. One such is user "Meaghan", displaying the words written on a ] while underwater in a shark cage. When the shark bumps the cage, Meaghan flips the whiteboard over to display the additional, humorous message, "and I'm afraid". The intent is to demonstrate how PC users are ordinary people, contrasting the "Mac Vs. PC" campaign's negative portrayal of Windows users. <ref name="macnn.com1">, (MacNN.com)</ref>
Line 28: Line 28:
Departing from what has been negatively deemed "enigmatic teaser" commercials featuring comedian Jerry Seinfeld and Microsoft founder Bill Gates, the new advertisements directly challenge the "Mac Vs. PC" campaign by Apple in what '']'' reporter Stuart Elliott notes as a typical CPB counterstrike campaign.<ref name="nytimes.com1">, by Stuart Elliott, ], September 17, 2008</ref> Departing from what has been negatively deemed "enigmatic teaser" commercials featuring comedian Jerry Seinfeld and Microsoft founder Bill Gates, the new advertisements directly challenge the "Mac Vs. PC" campaign by Apple in what '']'' reporter Stuart Elliott notes as a typical CPB counterstrike campaign.<ref name="nytimes.com1">, by Stuart Elliott, ], September 17, 2008</ref>


Advertising industry insiders noted how the aggressive new campaign is reminiscent of the response by ] to ] "We're Number 2" ad campaign with the ] campaign, responding to the challenger brand by pointing out that while Avis was proud of being in second place, Hertz wanted to point out why it was number one.<ref name="valleywag.com1">, (valleywag.com)</ref><ref name="nytimes.com1"/><ref name="idealog.co.nz1">, By Vincent Heeringa, ], Originally published in Idealog #6, page 110</ref> Advertising industry insiders noted how the aggressive new effort is reminiscent of the response by ] to ] "We're Number 2" ad spots with the ] commercials that responded to the challenger brand by pointing out that while Avis was proud of being in second place, Hertz wanted to point out why it was number one.<ref name="valleywag.com1">, (valleywag.com)</ref><ref name="nytimes.com1"/><ref name="idealog.co.nz1">, By Vincent Heeringa, ], Originally published in Idealog #6, page 110</ref>


As noted earlier, it was revealed that the entire series of "I'm a PC" commercials were created on Apple's Macintosh computers, using the ] ], ].<ref name="computerworld.com1"/> Initially discovered by a ] user<ref name="fool.com1">, by Tim Beyers, ], September 22, 2008</ref> who noted traces of Apple's ] and Adobe's CS3 graphics editing programs embedded within press-released images of the commercials. '']'' magazine concurs, noting that when the file properties of the campaign images made available on the Microsoft press site are examined, the designation "Adobe Photoshop C3 Macintosh" can be seen.<ref name="computerworld.com1"/> After the discovery began circulating, Microsoft responded overnight by digitally ] the Apple-related ] from the images. which ballooned the image file size from 272 KB to 852 KB.<ref name="roughlydrafted.com1">, by Daniel Eran Dilger (RoughlyDrafted.com), September 19th, 2008</ref><ref name="informationweek.com1"/><ref name="smh.com1"/> As noted earlier, it was revealed that the entire series of "I'm a PC" commercials were created on Apple's Macintosh computers, using the ] ], ].<ref name="computerworld.com1"/> Initially discovered by a ] user<ref name="fool.com1">, by Tim Beyers, ], September 22, 2008</ref> who noted traces of Apple's ] and Adobe's CS3 graphics editing programs embedded within press-released images of the commercials. '']'' magazine concurs, noting that when the file properties of the those images made available on the Microsoft press site are examined, the designation "Adobe Photoshop C3 Macintosh" can be seen.<ref name="computerworld.com1"/> After the discovery began circulating, Microsoft responded overnight by digitally ] the Apple-related ] from the images. which ballooned the image file size from 272 KB to 852 KB.<ref name="roughlydrafted.com1">, by Daniel Eran Dilger (RoughlyDrafted.com), September 19th, 2008</ref><ref name="informationweek.com1"/><ref name="smh.com1"/>


In an official press release, Microsoft stated "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"/> John Paczkowski of ''Digital Daily'' notes that "(t)he irony is enough to make your head explode. The latest evolution of Microsoft’s (MSFT) new ad campaign–the one designed to seize back control of the Windows PC image that Apple has so mercilessly tarred and feathered–wasn’t even made on a PC." In an official press release, Microsoft stated "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"/> John Paczkowski of ''Digital Daily'' notes that "(t)he irony is enough to make your head explode. The latest evolution of Microsoft’s (MSFT) new ad campaign–the one designed to seize back control of the Windows PC image that Apple has so mercilessly tarred and feathered–wasn’t even made on a PC."


Though considering the statement a "non-denial denial", Tim Beyers of '']'' notes that the campaign initially appears to have achieved its goals.<ref name="fool.com1"/> Conversely, Jack Loftus of '']'' noted that if Apple were smart, they would have another Hodgman/Long ] making fun of this oversight "produced and in the can ''yesterday''".<ref name="gizmodo.com2">, ]</ref> Zach Epstein of ''BoyGenius Report'' also points out that the irony of the discovery is detrimental to Microsoft's efforts.<ref name="gizmodo.com2"/> Though considering the statement a "non-denial denial", Tim Beyers of '']'' notes that the new ads appear to have initially achieved its goals.<ref name="fool.com1"/> Conversely, Jack Loftus of '']'' noted that if Apple were smart, they would have another Hodgman/Long ] making fun of this oversight "produced and in the can ''yesterday''".<ref name="gizmodo.com2">, ]</ref> Zach Epstein of ''BoyGenius Report'' also points out that the irony of the discovery is detrimental to Microsoft's efforts.<ref name="gizmodo.com2"/>


Further criticism notes the choice of spokespeople used in the "I'm a PC" campaign. Jerry Seinfeld, Deepak Chopra, Eva Longoria and Pharrell Williams are all notably vocal Macintosh owners and fans.<ref name="smh.com1"/> Seinfeld's eponymous character from '']'' uses a Macintosh,<ref name="gawker.com">, (gawker.com)</ref> and Longoria personally uses a ]. Chopra uses one as well, and Williams uses a Macintosh in his recording studio.<ref name="macmod.com1">, by Chris Tangora (macmod.com), September 20, 2008</ref><ref name="jossip.com1">, by David Hauslaib (jossip.com)</ref> Further criticism notes the choice of spokespeople used in the "I'm a PC" campaign. Jerry Seinfeld, Deepak Chopra, Eva Longoria and Pharrell Williams are all notably vocal Macintosh owners and fans.<ref name="smh.com1"/> Seinfeld's eponymous character from '']'' uses a Macintosh,<ref name="gawker.com">, (gawker.com)</ref> and Longoria personally uses a ]. Chopra uses one as well, and Williams uses a Macintosh in his recording studio.<ref name="macmod.com1">, by Chris Tangora (macmod.com), September 20, 2008</ref><ref name="jossip.com1">, by David Hauslaib (jossip.com)</ref>

Revision as of 22:25, 3 October 2008

Sean Siler, an actual Microsoft employee featured in the ad campaign

"I'm a PC" is the title for a television advertising campaign created for Microsoft by ad agency Crispin Porter + Bogusky (CPB) in mid-September, 2008 in order to "revamp" the reputation of the Windows Vista computer operating system. The new series of commercials replace those that featured the pairing of Jerry Seinfeld and Bill Gates, which failed to find an audience.

The $300 million dollar advertising campaign was designed to challenge what critics call Apple's "elitist Mac user vibe" "Mac Vs. PC" campaign by showing everyday PC users, such as scientists and teachers, noting the virtues of their platform of choice. It also featured prominent and popular individuals saying "I'm a PC" and had appearances by personalities such as medical doctor and writer Deepak Chopra, actor Eva Longoria, photographer Geoff Green and singer Pharrell Williams.

The series of ads have been lampooned since its commercials were revealed to have been created largely on Apple computers, and some of the endorsers are notable supporters of various Apple products. an embarrassment compounded by Microsoft's responding by purposely scrubbing Apple-specific "metadata" from images of the commercials.

Campaign

"Meaghan" identifying himself as a PC user while underwater in a shark cage.

The "I'm a PC" advertising 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 "Mac Vs. PC" 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, a Microsoft employee claiming "I'm a PC, and I've been made into a stereotype".

The composition was made to be initially resemble that of the Apple campaign, as Siler bears a resemblance to John Hodgman, the "PC" counterpart to Justin Long as a Mac in the Apple commercials. The series of commercials also feature common international users as well as noted celebrities like Deepak Chopra, Geoff Green, Eva Longoria and Pharrell Williams, all noting "I'm a PC".

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. One such is user "Meaghan", displaying the words written on a whiteboard while underwater in a shark cage. When the shark bumps the cage, Meaghan flips the whiteboard over to display the additional, humorous message, "and I'm afraid". The intent is to demonstrate how PC users are ordinary people, contrasting the "Mac Vs. PC" campaign's negative portrayal of Windows users.

Criticism

Departing from what has been negatively deemed "enigmatic teaser" commercials featuring comedian Jerry Seinfeld and Microsoft founder Bill Gates, the new advertisements directly challenge the "Mac Vs. PC" campaign by Apple in what New York Times reporter Stuart Elliott notes as a typical CPB counterstrike campaign.

Advertising industry insiders noted how the aggressive new effort is reminiscent of the response by Hertz to Avis' "We're Number 2" ad spots with the "Not Exactly" commercials that responded to the challenger brand by pointing out that while Avis was proud of being in second place, Hertz wanted to point out why it was number one.

As noted earlier, it was revealed that the entire series of "I'm a PC" commercials were created on Apple's Macintosh computers, using the Adobe graphics editing program, Photoshop CS3. Initially discovered by a Flickr user who noted traces of Apple's OSX and Adobe's CS3 graphics editing programs embedded within press-released images of the commercials. Computerworld magazine concurs, noting that when the file properties of the those images made available on the Microsoft press site are examined, the designation "Adobe Photoshop C3 Macintosh" can be seen. After the discovery began circulating, Microsoft responded overnight by digitally scrubbing the Apple-related metadata from the images. which ballooned the image file size from 272 KB to 852 KB.

In an official press release, Microsoft stated "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." John Paczkowski of Digital Daily notes that "(t)he irony is enough to make your head explode. The latest evolution of Microsoft’s (MSFT) new ad campaign–the one designed to seize back control of the Windows PC image that Apple has so mercilessly tarred and feathered–wasn’t even made on a PC."

Though considering the statement a "non-denial denial", Tim Beyers of Motley Fool notes that the new ads appear to have initially achieved its goals. Conversely, Jack Loftus of Gizmodo noted that if Apple were smart, they would have another Hodgman/Long spot making fun of this oversight "produced and in the can yesterday". Zach Epstein of BoyGenius Report also points out that the irony of the discovery is detrimental to Microsoft's efforts.

Further criticism notes the choice of spokespeople used in the "I'm a PC" campaign. Jerry Seinfeld, Deepak Chopra, Eva Longoria and Pharrell Williams are all notably vocal Macintosh owners and fans. Seinfeld's eponymous character from Seinfeld uses a Macintosh, and Longoria personally uses a MacBook Pro. Chopra uses one as well, and Williams uses a Macintosh in his recording studio.

References

  1. Carlson, Nicholas (19 Sept. 2008). "Microsoft's new "I'm a PC" commercials want you to "Think Different"". Vallywag. Retrieved 2008-09-30. {{cite web}}: Check |authorlink= value (help); Check date values in: |date= (help); Cite has empty unknown parameter: |coauthors= (help); External link in |authorlink= (help)
  2. ^ Microsoft's 'I'm a PC' ad images made on Macs, By Gregg Keizer, Computerworld (Republished on PC World, Spetember 20, 2008)
  3. ^ 'I'm a PC' made on a Mac, by Asher Moses, The Sydney Morning Herald, September 24, 2008 (duplicate on thevine.com.au)
  4. Were images in Microsoft's 'I'm a PC' campaign made with Macs?, by Jacqueline Emigh, Betanews, September 22, 2008
  5. Microsoft Says: No Seinfeld For You!, by Mark Hopkins (mashable.com)
  6. ^ 'I'm A PC' Made On A Mac, by Dave Methvin, InformationWeek blog, September 21, 2008
  7. So What's Up With That New 'I'm a PC' Guy, Anyway?, By Mark Wilson, Gizmodo, September 19, 2008
  8. Magazine: Microsoft ad uses Mac software, United Press International
  9. 'I'm a PC' ad pictures made on a Mac, (MacNN.com)
  10. ^ Echoing the Campaign of a Rival, Microsoft Aims to Redefine ‘I’m a PC’, by Stuart Elliott, The New York Times, September 17, 2008
  11. Eva Longoria, John Hodgman clone lead Seinfeld replacements at Microsoft, (valleywag.com)
  12. How to ... punch above your weight, By Vincent Heeringa, Idealog, Originally published in Idealog #6, page 110
  13. ^ I'm a PC, Made on a Mac, by Tim Beyers, Motley Fool, September 22, 2008
  14. Microsoft’s ‘I’m a PC’ Ads Created On Macs, by Daniel Eran Dilger (RoughlyDrafted.com), September 19th, 2008
  15. ^ Microsoft 'I'm a PC' Ads Were Created Using a Mac, Gizmodo
  16. Mac-Loving Seinfeld Endorsing Microsoft For $10 Million, (gawker.com)
  17. "I'm a PC", but use a Mac, by Chris Tangora (macmod.com), September 20, 2008
  18. New PC Commercial Parodies Mac Commercial Making Fun of PC, by David Hauslaib (jossip.com)

External links

Categories: