Microsoft (hearts) U

by jill ~ September 15, 2008

Microsoft is constantly getting panned by the critics (and consumers).  The software giant has experienced so many compaints from issues as far flung as software to antitrust over the years, you’d be hard pressed to hear a comment like: “OMG, I’m so obsessed with the new version of Vista!” - unlike Apple users who are obsessed with everything about their new ibooks or ipods or anything else.

But Microsoft’s new advertising campaign, which features Jerry Seinfeld and Bill Gates shoe-shopping, has elicited a markedly different response.  People still don’t like the commercials (”They’re trying too hard.”) but they are opening up a new topic in the Mac vs. PC conversation - about personality vs. products.

According to this PR Week article, “a Microsoft statement following the ad’s airing said the campaign is a “first” and “ambitious effort” to reconnect with consumers.”

What? Why is this the “first” effort to reconnect with consumers?  Microsoft enjoys near worldwide domination from a software and hardware position, so how did they lose the connection in the first place and why haven’t they cared until now?  And why does Apple do such a good job? 

Whatever the answer, they are trying now.  The article goes on to say that so far, “the ad has sparked a conversation about the brand that moved some bloggers away from complaining about some of its products. Suddenly, the conversation about Microsoft has shifted to its brand, sense of humor, and personality. Because its brand has been wrought with likability woes of late, these conversations are a chance for the PR team to step into the course.”

Better late than never?