Microsoft side-to-side comparison ads zero-in on Apple once again
A few weeks ago we had a taste of how much Microsoft loves side-to-side comparison ads.
This week we have discovered a new gem from the software giant’s marketing think-tank.
The three new ads put side-by-side the new Microsoft Surface 3, and the Apple Macbook Air.
All ads follow a very similar format to Microsoft’s earlier attempt at poking fun at Siri’s expense. Two competing devices sitting next to each other. Two pairs of arms operating each device, belonging to two users providing the off-screen commentary.
In Microsoft’s defense, there is no rule of fairness, in comparative advertising. Yet, when comparing the new ads with “Pawn Stars Vs. Chromebook”, Microsoft is definitely treading lighter, curbing the former attitude normally reserved to Google, for a more mild, almost amicable banter.
In one of the three Microsoft’s 2014 renditions of “Mac Vs. PC”, we find the Macbook Air user fidgeting on his device, apparently stuck typing an email for the entire length of the clip, while being sidetracked by the Surface user, who is more than happy to indulge him, one “can it do...?” and “does it have...?” question after the next, to which the Mac user’s awkward comeback is to throw more devices in the mix, including an Apple iPad... and a paper pad with a pen, in response to the Surface touch and stylus capabilities.
The other two versions of the ad lack the voice commentary from the two users portrayed, but still focus on how the Surface 3 offers more than the Macbook Air, as users are able to run Office, Photoshop and use the device as a tablet.
In all fairness, Microsoft is doing what it can to boost the lagging sales of its flagship tablet PC, yet one can’t help but wonder whether comparative advertising is something Microsoft can afford to invest in any further, before harmless fun turns into a sad joke.
With Apple gearing up for the next round of record sales already being anticipated by market analysts and fans alike, perhaps it’s time for Microsoft to get back to being a software company, and dazzle with innovation, instead of trying to steal chuckles.