Creativity

Microsoft Pulls a 'Mac vs. PC' to Promote Cortana

This Time, However, Apple is John Hodgman

By Ann-Christine Diaz. Published on Jul 28, 2014

Editor's Pick

Remember 'Mac vs. PC"? TBWA/MAL's classic Apple campaign aimed to show the blundering, clunky aspects of working on a PC versus a Mac through a side by side comparison of the two computers, personified respectively by John Hodgman and Justin Long. Microsoft takes a similar A vs. B tactic in this new ad promoting its Windows Phone personal assistant app Cortana over Apple competitor Siri.

Only this time, however, it seems Apple's app takes on the bumbling "Hodgman" role when a user tests it out against Cortana. A user, for example, asks both an iPhone and a Nokia Lumia to remind him to get roses for his wife when he's near any flower shop. The latter says "Sure thing," while Siri responds, "Remind you when you get to flower shop."

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About

Credits

Date
Jul 28, 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:
You Always Make Me Smile- Kyle Andrews
Media Agency:
EMT
VFX:
Method

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