Most of you have probably seen the Apple’s popular “Mac vs. PC” commercial featuring a young teenager wearing jeans to represent the Apple brand, while an elder gentleman wearing glasses would represent the PC brand. This is a comparative marketing in which the sole purpose of the ad is to mention its competitor and indicate their inferiority to your own brand. There have been at least 24 series of this commercial shown in America since 2006, and it was even adapted internationally in countries such as Japan and UK.

Recently, Microsoft decided to use the same concept to fight back. The one limitation of using comparative marketing is that it tends to generate controversy from the public, and especially among the loyal users from both brands. According to Microsoft, they claim Apple’s advertising tactic is depicting stereotypes against their brand. Apple’s response to the claim is that they are intentionally trying to create that kind of stereotype. So here we are again, long-time rivals Microsoft and Apple are battling at it again head to head and toe to toe. Take a look at Microsoft’s advertising comeback below, and judge for yourself how effective is their counterattack.

Sep 19th by admin