Microsoft tweaks ad after Apple complains

Microsoft told AdvertisingAge it had adjusted its advert to reflect the new pricing for Macbooks

Remember last week when Microsoft was so ecstatic about Apple's complaints over the laptop hunter ads? Well, the software maker may have been overjoyed that it finally agitated its rival, but Redmond has quietly complied with Apple's complaints, according to AdvertisingAge. The Mac maker's beef was the fact that Microsoft's laptop hunter campaign kept saying Macbooks carried a price tag of $2000 or more, even though Apple recently improved the specs and lowered costs across its laptop line.

Microsoft's laptop hunter ads feature people on their personal quest to find the best computer for their needs. The commercials focus on the decision to buy a PC instead of a Mac, but have received some criticism over the fact the ads never mention Windows or Microsoft by name.

Last week at Microsoft's Worldwide Partner Conference in New Orleans, Redmond's chief operating office, Kevin Turner said he did "cartwheels down the hallway" after receiving a phone call from Apple's legal department complaining about the campaign. "We're just going to keep running them [the laptop hunter ads] and running them and running them," Turner said.

And who can blame them? Since 2006, Apple's Get A Mac campaign has successfully capitalized on the variety of stigmas about Windows machines, including buggy software, a virus-prone operating system, and incompatibility issues. For many consumers, the Get A Mac ads have also equated Windows with comedian John Hodgman's character as a lovable yet inept PC. Microsoft has tried to counter Apple's ads with several rather unfortunate experiments, but the laptop hunters campaign is where Redmond really gained ground.

But Microsoft did recognize the laptop hunter ads needed some tweaks, and so the company has quietly revised at least one of its commercials. A recent ad features Lauren (not the original laptop hunter) and her mother Sue on the hunt for a portable computer. In the original version of this ad, Lauren's quip about Apple was, "This Mac is $2000, and that's before adding anything," according to AdvertisingAge. But in the version of the ad currently available online, Lauren has altered her words and only says, "it seems like you're paying a lot for the brand."

Microsoft told AdvertisingAge it had adjusted its advert to reflect the new pricing for Macbooks, but the laptop hunter campaign's core message is still the same, which Microsoft says is "the value and choice of the PC."

Connect with Ian Paul on Twitter (@ianpaul) or on FriendFeed.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags MicrosoftAppleadvertising

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Ian Paul

PC World (US online)
Show Comments

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Tom Pope

Dynabook Portégé X30L-G

Ultimately this laptop has achieved everything I would hope for in a laptop for work, while fitting that into a form factor and weight that is remarkable.

Tom Sellers

MSI P65

This smart laptop was enjoyable to use and great to work on – creating content was super simple.

Lolita Wang

MSI GT76

It really doesn’t get more “gaming laptop” than this.

Jack Jeffries

MSI GS75

As the Maserati or BMW of laptops, it would fit perfectly in the hands of a professional needing firepower under the hood, sophistication and class on the surface, and gaming prowess (sports mode if you will) in between.

Taylor Carr

MSI PS63

The MSI PS63 is an amazing laptop and I would definitely consider buying one in the future.

Christopher Low

Brother RJ-4230B

This small mobile printer is exactly what I need for invoicing and other jobs such as sending fellow tradesman details or step-by-step instructions that I can easily print off from my phone or the Web.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?