Microsoft ramps huge advertising campaign to counter Apple’s ‘Get a Mac’ ads

Speaking at a keynote address at Microsoft’s annual Worldwide Partner Conference this week, Brad Brooks, Microsoft’s VP of Windows Vista consumer marketing said, “‘We’ve got a pretty noisy competitor out there,’ Brooks said of Apple whose ‘I’m a Mac… and I’m a PC,’ commercials criticize Windows Vista. ‘You know it. I know it. It’s caused some impact. We’re going to start countering it. They tell us it’s the iWay or the highway. We think that’s a sad message. Software out there is made to be compatible with your whole life,'” J. Nicholas Hoover reports for InformationWeek.

“In the coming weeks and months, Microsoft will launch a huge advertising campaign that’s been reported to be worth hundreds of millions of dollars. The first of those ads appeared Tuesday in the Wall Street Journal and USA Today, pushing Windows Vista for small businesses,” Hoover reports.

“Overall, the message Microsoft hopes to impart is that Windows Vista is ready, and that Microsoft will no longer take a back seat while word of mouth and Apple drive negative messaging about the company and Windows,” Hoover reports.

Full article here.

They’re falling right into the trap that Steve Jobs has been prodding them towards with sharp sticks for some time now. Marketing 101: #1 never mentions #2. Microsoft is about to spend hundreds of millions of dollars conferring legitimacy upon Apple Macintosh in the eyes of the great unwashed. Bring it on!


Direct link via YouTube here.

82 Comments

  1. Great news for Microsoft…. except they have to have something is actuallybetter than Apple.

    Did you also catch the part about not taking a back seat to word of mouth? In other words, it doesn’t matter what actual users say. It’s all about what it’s supposed to do.

  2. I usually disagree with MDN’s take but this time I agree 100%.

    A lot of people hate Microsoft like I did when I was using it. I thought Linux was going to be the OS that I eventually switched to. I always thought of Macs as too expensive. Then I tried it and now my whole family and their families use Macs for almost everything.

    Wish I had extra cash to invest in Apple.

    On a sad note, it’s beginning to look like I’m going to have to drop the iphone unless I can find a solution to my reception problems 🙁

  3. I’m not sure about MS falling into Steve’s trap. There’s no evidence that MS’s new ad campaign will mention Apple or the Mac platform by name. Sounds more like they’ll be trying to talk-up Vista, rather than talking the Mac down.

  4. “Overall, the message Microsoft hopes to impart is that Windows Vista is ready, and that Microsoft will no longer take a back seat while word of mouth and Apple drive negative messaging about the company and Windows,”

    karrde97 – You’re right, it sure sounds like MS is admitting that Vista’s word-of-mouth (aka actual customer opinions) is terrible, and they have to do something to counter the reality of how bad Vista is… by running ads that claim “No really, it’s ready now, honest!”

    And to think, if they actually took the time to *fix* Vista itself, word-of-mouth on their product might actually improve a bit. Then they could go with the “See? Now we don’t suck nearly so much!” advertising approach. ” width=”19″ height=”19″ alt=”wink” style=”border:0;” /> There are certainly enough customers & fanboys of theirs who will be easily fooled into thinking that making minor improvements on a horrible product would be good enough.

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