Microsoft launched a new series of advertisements a couple of days ago called Laptop Hunters. Here’s how it works, as explained by Brandon LeBlanc on the Windows team blog: “These new ads trace real people as they go on a hunt for a new laptop…The Laptop Hunters are not told they are taking part in an ad campaign by Microsoft. Instead, they think they are participating in market research…We followed them with a camera crew throughout the course of their hunt and recorded their experiences. Everything is completely unscripted (emphasis mine).”
Let’s look at the first Laptop Hunter ad. Basically, Lauren the laptop hunter is looking for a decent laptop with a comfortable keyboard and a 17-in. screen. For under $1,000 USD. So she visits an Apple store first. Oops.http://www.youtube.com/watch?v=EIS6G-HvnkU
Several months ago Gizmodo released a pricing chart that reveals the Apple tax, or just how much extra a customer is paying for Apple laptops. Based on their chart, the lower-end Macbooks are the ones that have the lowest value for money. Although I think that’s changed over the Macbook spec bumps that have occurred since that chart was released, the chart also points out one other thing: yes there is an Apple tax, but at the same time it doesn’t necessarily mean that all the other PC or laptop makers offer better value for money; it still varies from brand to brand.
So I guess that was one mistake that Microsoft made with the ad, treating all PC makers as one giant, unified team against Apple. Lauren’s requirements were pretty vague as well, but hey, I think a lot of people do shop for a laptop and go “I need something with speed, a comfortable keyboard and a big screen.”As for the two operating systems, I think it’s up for debate, especially with Windows 7’s well-received beta edition.
As the Daily Show puts it, we’re on a clusterfrak to the poor house, so the ad gets it message across: Apple has a great 17-in. laptop at $2799, but at the same time you can get a decent 17-in. laptop for $699. A friendly reminder from the Microsoft Says Apple Sux Research Foundation.