Jun/092
What’s up with Microsoft’s ads?
I’ve been thinking about this for a while, and decided it’s finally time to say something about it–What’s up with the on-going Microsoft commercials? Not sure what I’m taking about? Take a look:
Microsoft’s a company that has made many strange marketing decisions in the past, but were always able to fall back on their “we own the business world” laurels. It’s kind of like Bell Atlantic marketing back in the 80′s–you really can’t go wrong when you own the world. But now things are changing for Microsoft. As opposed to being PC-based, the world is shifting to a cloud view. Google has their apps and docs, Linux has taken a significant share of the server market, open source is in vogue, businesses trying to cut costs wonder why they’re paying Microsoft so many damn fees, and Apple continues to dominate from an advertising front.
So what does Microsoft do in response to this? They phone interview C-level execs and throw together a clip-art-like commercial that depicts what is heard in the interview. Huh? I’m sure there’s another message they’re trying to push here, but that is lost in trying to comprehend what’s going on. Take the above embedded example. The CEO of Quiksilver is being interviewed, and doesn’t sound the least bit interested in doing this commercial. Note the long “Ummmmm”, which is playfully depicted turning into waves, followed by the huge out-breath. Think this guy’s psyched about doing this commercial? If you listen closely, you can hear some poor Quiksilver media rep in the background pleading with the CEO to do this interview. But this isn’t Quiksilver’s fault, despite the hackneyed business speak (“Stay ahead of the wolf pack”? Really? Ohh…that sounds so much more edgy than just staying ahead of the pack). Microsoft created the vortex of awful by approving these commercials, and its ad agency Crispin has not done right by the brand in years (remember the Seinfeld ads?).
Now, credit where it’s due, I appreciate the approach these ads take. Use cases of how your product helps existing clients go a long way in convincing potential clients to buy in. Problem is, these commercials fall short on use case implementation. The Quiksilver CEO talks generically about economic conditions and how they’re coping, and then says “technology” helps them. Hey, that’s great. Is he speaking about Microsoft’s technology? Did Quiksilver recently discover punch cards? Does the CEO use an iPhone to stay in constant communication? What is “technology”?
The Coke exec ad (http://www.youtube.com/watch?v=MFrVtOG7JYY) is just as maddening. “Hey, Coke’s a big company. Being so big must give you some sort of advantage, no?” And, “So let me get this straight, you use data to make decisions? WOW!” None of this interview ties into Microsoft at all until they throw a banner across the screen at the end, and again, it’s generic–”Does your enterprise software turn data into insight?” Umm…isn’t that the point of having data? To analyze it and make decisions? Doesn’t all software involved with data do that?
All around, I’m dismayed at how weak these ads are. It’s clearly an attempt by Crispin and Microsoft to help the brand “look cool” like Apple. But in going after a business audience, they would both be better served by focusing on the core benefits Microsoft offers. And if they want to involve clients, awesome. But make sure the clients directly communicate the value involved in working with Microsoft products.
