Microsoft’s New Marketing Tactic: Let People Know That You Are “The PC Guy”

Microsoft, what are you thinking? Seriously.

Crispin Porter, the agency behind Microsoft’s seemingly failed ad campaign (and if not “failed”, then certainly “confusing”), has been kept on board for “phase two” of Microsoft’s $300 million ad campaign. The angle they are taking for phase two is a direct response to Apple’s successful Get A Mac ad campaign that features John Hodgman as “PC Guy”. In fact, the ad even has a lookalike.

Reportedly, the ads will feature real-life Windows users who proclaim their love for Windows-running computers after the Microsoft “PC Guy” states “Hello, I’m a PC, and I’ve been made into a stereotype.”

On top of that, starting this evening, users can go to and upload videos and photos of themselves proclaiming the fact that they, too, are PC’s. Seems Microsoft has already forgotten that Apple has created the persona that “PC Guy” isn’t who users should want to be.

Honestly, this just feels childish. Apple, being the one with less market share, launched their Get A Mac campaign to convince people to switch. Microsoft, instead of coming up with an original ad that actually touts some reasons people would want to stick with Windows, can only come up with an ad campaign that effectively says “No fair!”

Microsoft is just trying too hard. While Apple’s ads do indeed take jabs at Microsoft, they also clearly and concisely give you reasons you’d want to get a Mac. If there’s anything Microsoft should take out of Apple’s playbook, it’s the value of quick, simple, and clear communication. Quit making your message overly complex and unoriginal and just tell people the answer to the ominous “Why?”.

Why on earth Seinfeld is getting the axe and not Crispin Porter is beyond me.