Friday, October 23, 2009
This time it’s gonna be different.
Mac continues its relentless shooting down upon the Windows 7 unit from an elevated position. It feels maybe like it’s a little too self-serving, even for Mac though. This is the equivalent of a :20 second timeout to slow the momentum of the other team when they get on a run. Thing is, Mac doesn’t even need spots like this, or Teeter Tottering, or PC News. Windows will take care of things all by itself. Trust me.
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This is actually a smart spot by Apple, and the reason why has nothing to do with positioning against (attacking) Microsoft.
U.S. consumers have been stuck in recession for a year. No one has bought computers. Everyone has buckled down and put off spending, which has created pent-up demand.
Now, Microsoft's "not so bad" Windows 7 is out and a lot of consumers with old problematic computers are going into play. For the first time in a year, they're considering a new laptop.
So Apple is smart to grab some mindshare. The underlying message of this spot is: "If you are thinking of finally buying a computer because the economy is rebounding and you've heard Microsoft doesn't stink, perhaps you should try an Apple instead, which is much better."
Apple is just poking the sleepyheads as the economic bounceback alarm clock goes off. It's a pointed ad, and one that will get noticed. I say, nicely played.
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