Microsoft (s msft) may have only just launched Windows 7, but Apple (s aapl) isn’t sitting back and letting Redmond enjoy its time in the spotlight. Instead, last night it revealed three new ads in the popular “Get a Mac” series featuring John Hodgman and Justin Long, all of which go after Windows 7 by name.
The three ads, “Broken Promises,” “Teeter Tottering,” and “PC News” all have a slightly different take on what’s wrong with Windows, but they all manage to find fault. And they all do so without actually citing anything concrete about Windows 7, which really hasn’t been around long enough to generate the kind of widespread complaints that plagued Vista.
It’s the Windows 7 release news coverage, except the excited masses aren’t on board with Microsoft. They’re taking advantage of the call to upgrade to Macs instead. The theory being, if MS is saying “All right everybody, ditch Vista!” they might as well switch to an OS they know for a fact actually is user-friendly. Not the best of the bunch, and the logic behind it is kind of a stretch.
Sort of like a single case study of one PC user from the first ad, this one follows an XP user getting ready to switch. To Mac, not Windows 7, despite PC’s repeated overtures to try to get her to stay. What’s great about this commercial is that Justin Long as Mac never says a word, and instead the only debating that goes on occurs between the PC user and Hodgman, so the customer ends up convincing themselves. Hence, the real benefits of Mac are self-evident.
Only the basic Mac/PC duo are featured in this third new ad, unless you count the inclusion of their former selves from years gone by. This is my personal favorite of the bunch. It uses fictional remembered exchanges between Mac and PC over the years as each iteration of Windows was released, all the way back to Windows 2. A nice visual touch on the part of Apple’s advertising team is the way Apple’s outfit changes only minimally from clip to clip, while PC seems to be a slave to the fashion trends of the time. It paints PC as dated and Mac as timeless.
PC users probably haven’t even had a chance to become disillusioned with Windows 7 yet, but Apple is doing the smart thing by not letting them get the chance. These ads say it all: If Microsoft’s laid the groundwork for an upgrade mentality, best to swoop in and grab a few switchers while the getting’s good.