I’m not sure if Apple was purposely trying to get a rise out of Microsoft, but they sure did. Not only that, the media coverage of the comparison ads gave Apple free airtime on the evening news, effectively extending the smaller competitor’s media budget. Every time one ran, the audience was reminded of the original Apple spots. Microsoft’s copycat spots gave the Apple campaign a whole new life. They hired an actor who looks like the guy in the original Apple spots, and gave him this opening line: “Hello, I’m a PC, and I’ve been made into a stereotype.”Īll that did was shine the spotlight back on Jobs & company. If the Microsoft execs were smart they wouldn’t touch the subject with a ten-foot pole.ĭuck and cover! Just let it go, and come up with something memorable of your own.īut noooo… They played right into the enemy’s hands and produced a knock-off version of the Apple spots. Those spots work on so many different levels, it’s ridiculous… probably the most brilliant “talking head” advertising of all time. Don’t get suckered into a fight, and don’t design an ad campaign that directly mimics the competitor’s campaign.Īpple started it all with the help of TBWA/Chiat Day’s brilliantly simple “I’m a Mac” campaign. If you control 90% of the market, like Microsoft once did, don’t give a puny little competitor like Apple the time of day. So paranoid, in fact, they’ve ignored one of the most basic tenets of marketing and comparative advertising… Never respond to an attack by a smaller competitor. A war that should never have been fought.Įvery since 1984, when Steve Jobs launched the Macintosh with one of the most famous superbowl commercials of all time, the folks up in Redmond have been paranoid about Apple. It’s the war between Microsoft and Apple. Taco Bell’s trying to compare its breakfast to a McMuffins and nerds all over the world are claiming “I’m a PC.” Today the battlefield has shifted from soft drinks to smart phones, software and fast food. It even hit prime time TV on All In The Family and Saturday Night Live. The Cola war is still popular topic of college marketing classes and business books. Back in the 70’s and 80’s the most talked-about battle of the brands was between Coke & Pepsi. There are many examples of successful comparison ads. It’s a good question, and the answer depends on a variety of factors. Just for the bonus, here is a last (genuine) one.A client recently asked me if he should run some comparison ads. Ok, but if we count on the advertisers to take purchasing decisions, we would be lost ! Luckilly, we can still count on our minds. What about comparative advertising ? Legally, American policy seems to encourage this kind of communication : “ Comparative advertising, when truthful and non-deceptive, is a source of important information to consumers and assists them in making rational purchase decisions“, especially because they “ know of no rule of law which prevents a seller from honestly informing the public of the advantages of its products as opposed to those of competing products“. But even if the campaign of Bentley is not official, the battle made it through the world, and the implicated brands undoubtfully took advantage of it. And an a certain way, it’s what the message of “Bentley” is all about. But except the two original “actors” BMW and Audi, what do the others do in the battle ? While Bentley is also part of the Volkswagen group (like Audi), Subaru apparently is a bit isolated in the game. I doubt that the chairman of the British car manufacturer would support the taste… And if you take the advert out of context (the dangers of the web…), it could seriously harm the company. Last but not least : Bentley gives it all the finger ! Bentley never recognized issuing this ad, and some s ay it’s photoshopped. Since, Subaru quitted rally racing sponsorship… and Subaru designers are not flattered by the statement neither. The German counterpart of the “Bayrische MotorWerke”, Audi who is targetted by BMWs ad, replies by praising its successes at the hardest endurance race of the world : Le Mans.Ĭleverly, Subaru takes advantage of the situation to advertise for its engines. This was the first ad, issued by BMW in a magazine in 2006.
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