I love reading about campaigns and commenting before I see them. It’s a practice that can result in serious egg-on-face but it’s fun nonetheless. So here’s my take on the new Microsoft Window’s 7 ads — a campaign that conveys Microsoft listened to user complaints about Vista and fixed them. Sorry, not a fan.
Microsoft made its bed releasing a sluggish, over-engineered, buggy product (Vista) and now is doing a campaign built on a mea culpa. Okay, they’re manning up… but using the new work to put the responsibility of product development on the consumer? I don’t think so. If anything goes wrong, will it be our fault? (Can you say scar tissue?)
The process of listening to consumers and giving them what they want should not the subject of advertising – even if the company has a bad rep. It’s rearview mirror stuff. The “I’m a PC” work by Crispin Porter Bogusky is really great work. Warm, forward looking, communal. It is user-focused advertising yet doesn’t make the user product manager.
I’m a PC is a campaign that may go down as a Harvard Business Review case. “I’m a PC and Windows 7 was my idea” on the other hand is a left turn that goes off road. Hope they find the highway again. Egg or no egg? Peace!