Microsoft revives 'I'm a PC' ads

Microsoft revives 'I'm a PC' ads

Summary: Microsoft has revived its 'I'm a PC' ad campaign, and this time, rather than Apple being the target, it's people running old Microsoft software.

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TOPICS: Hardware, Microsoft
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Microsoft has revived its 'I'm a PC' ad campaign, and this time, rather than Apple being the target, it's people running old Microsoft software.

Here's the ad, in case you missed it last night:

According to a statement released by Microsoft, the ads are there to target those folks who believe that their aging, decrepit, 4+ year old PC is 'good enough' (the fools ... ):

The ads feature real couples who thought their old (4+ years) PC was “good enough” being surprised to find a Personal PC store built out in their homes. One half of the couple was in on the plan to surprise the other. The couple even received a new PC of their choosing at the end of the experience. The couples, when face-to-face with the breadth of PCs available, are happy to discover the unparalleled variety of features, power, eye-popping colors, textures and designs of Windows PCs. Through the ads you will see each family discover the wide variety of style and software benefits that a new Windows 7 PC can bring to their everyday life.

PC sales are in a hole, and people are throwing their money at tablets so Microsoft needs to come up with a way to persuade people that their old PCs are no cool and no longer up to the job (and that your partner will kill you if you make them use that old thing any longer).

One thing that did strike me about this ad is the approach that it takes. Rather than focus on the features in Windows, Microsoft is selling something outside of its control - the PC form factor ("So there is no tower anymore?").

Expect this to be the first of many ads that follow this format.

As an aside, I first watched this ad on my iPad ...

Whaddya think? Does this make you want to spend money on a new Windows PC?

Topics: Hardware, Microsoft

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38 comments
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  • RE: Microsoft revives 'I'm a PC' ads

    Weird. "It's got a touch screen", and "no tower". Sounds like they want a tablet. And the guy standing there lugging a huge flat screen PC, not convincing. Overall, it feels way too artificial and over the top.
    MvdL
    • iPad or iMac

      My thoughts exactly, and explains their growth. <br><br>Is anyone running MS these days?
      Richard Flude
      • iDon't think you have a clue

        @Richard Flude
        Over a billion PCs in use. World's fastest selling OS. World's fastest selling consumer device.

        I guess no-one is...
        dazzlingd
      • @dazzlingd... the

        >>> Over a billion PCs in use. >>><br><br>Yes, that illegally, unethically gained MS monopoly did wonders for overall "PC" sales but that's the point of the new ads... many are old and outdated and not necessarily being replaced by new "PC"s.<br><br>Plus, many are "captive" within business vs consumers who seem to be moving away from full-blown computers. <br><br>MS can count on buyer and marketplace inertia for only so long.<br><br>>>> World's fastest selling OS. >>><br><br>Mostly due to pent up demand with many skipping the disastrous Vista and going from XP (still widely favoured and in use) straight to Windows 7... the closest yet MS has come to copying the Mac OS.<br><br>>>> World's fastest selling consumer device. >>><br><br>Are you referring to the recently purchased Kinect technology and gaming device?<br><br>IIRC, that "record" was set during a (deliberately) narrowly defined time frame. (ie, on a 2nd Tuesday of the month with the temperature between 60-70 deg in LA and the wind blowing from the west at 5-10 mph).<br><br>Per usual, MS has missed the boat and is playing catch-up yet again (internet, web-based email, smartphones, tablets, etc) and has to rely on it's deep pit of ill-gotten gains to try and stay in the game (billion to Nokia to buy phone marketshare, new story of Skype purchase, etc).
        MacCanuck
      • RE: Microsoft revives 'I'm a PC' ads

        @Richard Flude He should have waited for today's headlines...:MS is 4th most profi<a href="http://www.tran33m.com/vb/">t</a>able company of 2010. I guess the whole "PC sales are in a hole, and people are throwing their money at tablets so Microsoft needs to co<a href="http://vb.maas1.com/">m</a>e up with a way to persuade people that their old PCs are no cool and no longer up to the job (and that your partner will kill you if you make them use that old thing any longer)." might be a little overstated. I guess that's what 175 million sales of Windows 7 will do. Exactly how many of those ended up on those "money thrown at tablets" I'm not sure, but I suspect the number is pretty close to 0.
        alasiri10
    • RE: Microsoft revives 'I'm a PC' ads

      @MvdL
      Recently Microsoft?s ads have little to nothing to do with reality. When your target audience is unemployed, they do not tend to buy a new PC.
      Rick_K
      • RE: Microsoft revives 'I'm a PC' ads

        @Rick_K

        Yet I know a few that will Max out their credit card to get an iPad every year. Weird.
        bobiroc
      • Not just &quot;recently&quot;: Steven Ballber's &quot;and it has clock!&quot; sell point for ..

        @Rick_K: ... Windows 1.0 from 1985 is to stay with us forever.
        DDERSSS
      • RE: Microsoft revives 'I'm a PC' ads

        @Rick_K
        <i>Yet I know a few that will Max out their credit card to get an iPad every year. Weird.</i>

        I don?t know about that. Generally people that buy iPads are doing so for a reason. I cannot speak to the veracity of their reasons. I do not have a need, or desire, to own an iPad. But my needs and desires are not the same as others? needs and desires.
        Rick_K
  • It's a good idea...

    I have several clients that weren't aware of the advantages of modern PCs (multiple monitors, touch screen, low price point, the beauty of Windows 7, etc...) so this ad might increase that awareness.

    And as to the tablets (a'la iPad); they are cool, but I have yet to meet anyone who has given up their notebook/desktop/netbook for a device with such limited power. It is used as an accessory, but Adrian is right that it did drain away buying power that might have been used for a PC upgrade.
    batpox
    • RE: Microsoft revives 'I'm a PC' ads

      @batpox
      "I have several clients that weren't aware of the advantages of modern PCs (multiple monitors, touch screen, low price point, the beauty of Windows 7, etc...) so this ad might increase that awareness."

      I find that hard to believe that a significant number of people aren't aware of what a modern PC can do. I personally think awareness factors favors PCs a lot more than Macs. If I had to make a guess, I would say over 80% PC users have never used a Mac and over 80% of Mac users have used a PC.
      anono
  • Never spend money on Inferior Windows OS

    It's just not prudent.

    Don't buy junk - don't buy Windows.
    itguy08
    • RE: Microsoft revives 'I'm a PC' ads

      @itguy08

      I don't think I ever have. It comes free with license sticker on any used PC. So I am getting my moneys worth!
      opcom
  • RE: Microsoft revives 'I'm a PC' ads

    Nevermind the people with a 4 year old computer. Some of those are still pretty decent. Let's go after the many people that insist on using their 7+ year old computer and think they can just upgrade it. I still see quite a few people using an old computer and complaining on how it is slow and breaking down.
    bobiroc
    • RE: Microsoft revives 'I'm a PC' ads

      @bobiroc
      Agreed. I have never seen the point of upgrading any of my PCs after purchase. Usually by the time you want to upgrade, the older parts cost more than the newer onces.
      anono
  • RE: Microsoft revives 'I'm a PC' ads

    "I'm a PC, and I'm gonna kill him" - LOL!

    My PC is just about 5 years old. Time for an upgrade I guess. Windows 7, here I come. I'm saying "NO!" to the Apple Tax :)
    brian@...
    • RE: Microsoft revives 'I'm a PC' ads

      @brian@... <br>I think MS charging for the copy of Windows from OEMs fits the definition of a "tax" much better. People have argued that Apple is expensive (which is very different from a tax), but I think most of those people just have never used Macs and have simply followed the herd in buying Windows systems, although I'm sure there are some people who have tried both and genuinely like Windows better.
      anono
    • RE: Microsoft revives 'I'm a PC' ads

      @brian@?
      Being that the only company that charges anything close to a tax is Microsoft. I do not see how you are avoiding anything. Microsoft charging all OEMs a Windows tax, even if the computer ships without Windows on it is the definition of a tax. This can be seen, as when Linux is chosen, the price does not reflect the deletion of Windows. Even if you choose to use linux, you must pay a fee to Microsoft, which is the definition of a tax.
      Rick_K
  • Computers always 'obsolete' quickly ... to us ... but to my mom

    and my uncles and aunts, they're still good until they outright die. Heck, some of them are running gear from the 90s. Yes, it's 'good enough' for eMail and surfing the web.

    Most of a new machine's horsepower is for graphics and supporting heavy-weight general purpose operating systems. They just don't need this functionality... so why should they upgrade?

    What some companies don't seem to 'get' is the sea-change in the marketplace. Home users are consumers, not workers. These folks are not corporate buyers with business plans or employees who can be told what to use. They know what they want to do, and they aren't likely to put up with systemic interference.

    For this new marketplace, the great thing about smart-phones and the iPad is that it is quick and intuitive. It may not be as powerful as what you and I -- and many other posters to these boards -- may need, but for the majority of consumers, it's doing exactly what they want.

    So sure, Microsoft, yeah I may buy a new machine every year (if something cool comes out) but not everyone's a tech. If you want to sell to that market, you need to expand your vision.

    Just my $0.02 USD

    Regards,
    Jon
    JonathonDoe
  • All I can say about Adrian...

    He should have waited for today's headlines...:MS is 4th most profitable company of 2010. I guess the whole "PC sales are in a hole, and people are throwing their money at tablets so Microsoft needs to come up with a way to persuade people that their old PCs are no cool and no longer up to the job (and that your partner will kill you if you make them use that old thing any longer)." might be a little overstated. I guess that's what 175 million sales of Windows 7 will do. Exactly how many of those ended up on those "money thrown at tablets" I'm not sure, but I suspect the number is pretty close to 0.
    rock06r