Microsoft is Bringing Geeky Back

In the midst of a meeting with a client last week, two of the participants -- our chief point of contact and one of our business analysts -- broke out into a sidebar about some mind-mapping software. Several others in the room were sort of bewildered by this discussion and poked some fun at them.

"I fully admit," our client said. "I'm a nerd."

"But," he defended, "I do use a Mac at home."

Perhaps he should have waited a day to see that Microsoft was bringing geeky back. Their new ad embraces the caricature Apple made famous in their "I'm a Mac" campaign, but they take it out of the surreal and into the familiar. (Feed readers click through)

As far as advertisements go, it's pretty shrewd. Apple never intended to turn PC into a villain with its campaign. That would be an unwise way to address 95% of the market.

PC was always sort of a lovable nerd in Apple's commercials.

But Microsoft realized something important. A lot of people see themselves as geeks, and in the last 15 or so years, being seen as a geek has become a badge of honor.

At the same time, Microsoft took the wind out of the sails of the caricature Apple invented.

Not all geeks are of the pocket-protector variety. But realizing the entertainment value of Apple's version, Microsoft led off with a look-alike so that it could be recognized, but then introduced an army of new characters -- celebrities and everymen -- most having pretty cool jobs -- who don't claim to OWN a PC, but who claim to BE a PC.

It's a pretty smart move, but I have to wonder what motivated the effort. After all, in the personal computing market, Apple and Microsoft aren't even in the same category. Is Microsoft worried? Or is this just preventative? - Cam Beck

Comments

[Chel]

It's a bit like calling out the bully on the playground and making him look foolish. No I don't think that Microsoft succeed in making Apple look foolish but it came pretty damn close in a completely non-snarky way. That takes talent.