Apple responds to "I'm a PC"

This is old news already, but it's a follow-up to an earlier post, How not to spend $300 million. That overview of Microsoft's $300 million "marketing rehab" noted the company's "I'm a PC" campaign, which challenges Apple's "I'm a Mac/I'm a PC" ads. While "I'm a PC" doesn't seem an overtly bad marketing idea, observers have questioned the wisdom of playing follower to a competitor's lead – and wags laughed to discover that the "I'm a PC" ads were made with Macs. 

MS could probably live with those complaints. But Apple itself saw "I'm a PC" – and the rest of the "rehab" – as a big, fat softball aching to be smacked out of the park. Without directly pointing to the "I'm a PC" campaign itself, it released new ads that swung for the fences. Here they are, with a little commentary in case you need to explain the ads to Grandma:

The V Word

This ad appears to poke fun at the way "I'm a PC" ads avoid the word that's causing so many Redmond migraines, Vista. (Gotta admit: it is a bit odd for MS to launch a campaign promoting the PC, a product it doesn't make or sell, and not promoting its own software.) 

Bean Counter

This, in my humble opinion, is the only out-loud funny one of the bunch. It's a jab at the whole "marketing rehab" program.

Bake Sale

Not so funny itself, but note the "10 million dollars" bit. That's a reference to the fee MS reportedly paid Jerry Seinfeld for his short-lived contribution to the quickly-cancelled TV ads with Bill Gates.

It's an in-joke that industry watchers will appreciate, though a wee obscure for Ma & Pa watching at home!

Best to keep quiet?

So. I'd call Bean Counter a solid three-base hit; the other two, singles. (Golf applause.)

I see "I'm a PC" is still prominent on Microsoft's Windows home page, so the company's not slinking away from Apple's broadsides. Is the company readying another round of response?

I'd suggest MS call it off; they're just not equipped for a dueling-ads battle of cleverness. Sometimes it's better to bite the tongue and move on to a different fight.

MS, forget the marketing, and focus on creating the next versions of Windows and Office that'll sell zillions of copies. That'd be the most effective response of all to wave in Apple's face!