Looks like the Mac vs. PC war has re-ignited in the post-PC era with Microsoft taking a shot at Apple's iPad with its new TV commercial.
The commercial mocks the Apple iPad through a comparison with a Windows 8 powered Asus tablet highlighting tasks the latter can do while the former shrugs off apologetically showing its helplessness in performing them. Interestingly, the voice featured in the ad is the same voice that we hear while using Siri, the voice assistant featured in iOS devices.
The ad doesn't say anything new and essentially harps on the same 'productivity is a Windows thing' argument but smartly mocks Apple's best-selling tablet by using the Siri voice-over. We'll have to say it reminds us go the 'I'm a PC campaign'.
The commercial begins with a focus on the Windows 8 tablet's live tiles getting updated themselves while Siri apologises and says it "doesn't update like that." The focus then shifts to both the tablets playing a video with the user launching Outlook in snap-mode to check mails while the helpless iPad says, "Sorry I can only do one thing at a time," bragging the Windows tablet's multi-tasking ability. It continues as the user starts working on a Power Point presentation while the iPad struggles with it. The ad concludes with a snarky "should we just play chopsticks," remark mocking the recent iPad mini commercial that showcases GarageBand and compares the 64GB iPad's $699 price with that of Asus VivoTab Smart's $449 price.
This is not the first time Microsoft has mocked its rivals. Last month, Microsoft had rolled out a new television commercial for Nokia Lumia 920 in which it mocked the rivalry between Apple and Samsung to drive home the "Switch to Lumia" message. The ad presented a brawl in the mid of a wedding with guest who're Apple and Samsung fans fighting with each other and ends with waiters clicking pictures with their Lumia phones and a 'Don't fight. Switch' message.
In November 2012, Microsoft had launched "Scroogled" campaign through which it tried to warn consumers that they risk getting "scroogled" if they rely on Google's shopping search service.
The Microsoft Windows Phone team had earlier done a #DroidRage campaign on Twitter in December 2012, encouraging users to share their stories related to malware on their Android smartphones. In return, Microsoft promised "get-well presents" to the best/ worst stories. While the campaign received some genuine responses, it wasn't long before it backfired on Microsoft, as people started sharing their horror stories related to Windows Phone, tagging them with #WindowsRage.