Ad exec: Casting Microsoft as Apple’s ‘victim’ doesn’t work

“While acknowledging Microsoft is in a tough spot in trying to recast Windows after years of attacks from Apple, one ad executive said she is highly skeptical of Microsoft’s new approach,” Ina Fried reports for CNET.

“Microsoft’s latest ad, which starts running tonight, features a Microsoft employee who looks very much like the PC guy from the Apple ads, saying ‘I’m a PC and I’ve been made into a stereotype,'” Fried reports.

“‘Casting Microsoft as a victim still doesn’t work for me,’ said Kathy Sharpe, CEO of New York-based interactive ad firm Sharpe Partners. ‘They aren’t victims. Apple just is smarter about this sort of thing,'” Fried reports. “The PC guy in Microsoft’s ads, by the way, is Sean Siller, who has been with Microsoft since 2005 and works as a senior program manager for networking in the Windows Core Operating System Division.”

“Sharpe was also skeptical that Microsoft really intended to end the Seinfeld bit so abruptly. She said that if, as Microsoft said, it didn’t film more Seinfeld ads, it’s probably because the first ads tested poorly. Microsoft insists that the shift was always part of the plan and the initial ads were simply an “ice-breaker,'” Fried reports. “Whatever the case, Sharpe said the Seinfeld bits clearly missed their mark.”

More in the full article here.

[Thanks to MacDailyNews Reader “Avoman” for the heads up.]

34 Comments

  1. What I read:

    ” She said that if, as Microsoft said, it didn’t film more Seinfeld ads, it’s probably because the first ads tested poorly. Microsoft insists that the shit was always part of the plan and the initial ads were simply an “ice-breaker,'” Fried reports. “Whatever the case, Sharpe said the Seinfeld bits clearly missed their mark.”

  2. Aside from the ludicrous claim the Microsoft is a victim, there is a fundamental problem in basing your identify on victim status. When you cease to be a victim, you lose your identity, therefore it is in your best interest to remain a victim.

    Defining yourself as a victim or oppressed is entirely negative.

    Microsoft should establish a positive identity and play to their strengths: they can crush your pitiful company if you dare question them.

  3. DISARRAY… the only possible description for yet another MS f@*k-up.
    Apple is calling the shots on this one, because everything MS does is in reaction to their perception of what Apple is saying about them.

  4. @ Digital Mercenary

    You either didn’t see the full-length version of the second ad, or you have suspect comprehension skills. Neither Gates nor Seinfeld stole anything. The “leather giraffe from Cabo” was planted in the backpack by one of the daughters after being grossed out by Jerry’s toenail clipping right on her bed.

    Thanks for playing though, do come again ” width=”19″ height=”19″ alt=”wink” style=”border:0;” />

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