Creativity

Microsoft Continues to Flip the 'Mac v. PC' Strategy With New Surface Pro Ads

New Ads Via M:United Make Macbook Air the Clumsy One

Published on Aug 13, 2014

Editor's Pick

Microsoft continues to apply a famous Apple ad tactic against its rival in new spots promoting its Surface Pro 3 convertible laptop tablet, in new spots created out of dedicated shop M: United. Earlier, the brand and agency released this ad showing off its personal assistant app Cortana, which made Siri look like an incompetent tool -- just as John Hodgman did playing the PC alongside Justin Long's Mac in Apple's celebrated "Mac vs. PC" campaign.

In this spot and two more, Microsoft portrays its Surface Pro 3 in a similar, heroic light compared to the MacBook Air. For example, the Surface user has a touchscreen, and the Air user does too -- on his iPad.

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About

Credits

Date
Aug 13, 2014
Agency:
McCann
Client:
Microsoft
Global ECD:
Andy Azula
Global ECD:
Con Williamson
Copywriter:
Mike Lear
Copywriter:
Michael Craven
Copywriter:
Cedric Giese
Art Director:
Steve Sage
Director of Creative Technology:
David Cliff
Design Director:
Brian Magner
TV Producer:
John McAdorey
TV Producer:
Alex Scheer-Payne
TV Producer:
Cedric Giese
Video Production:
Arcade
Director:
Matt Piedmont
Music:
Unplug - MoZella
Media Agency:
EMT
VFX:
Method
Production Company:
PRETTYBIRD
Executive Producer:
Kerstin Emhoff

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