What A Difference Three Years Makes

Back in early 2006, Chevy tried to get on the whole “consumer generated content” bandwagon (or bandSUV, I suppose), with a website which allowed users to easily create their own “ads” for the Chevy Tahoe using provided video and music assets. In theory, the idea was to generate interest in the vehicle through user created ads circulating virally around the web. But just months ahead of the release of An Inconvenient Truth, with all things “green” and “climate crisis”-related just on the verge of tipping over from environmentalist niche to major mainstream movement, the cluelessness of the folks at Chevy about the extent of the negative sentiment for this vehicle became all too quickly apparent, as the most popular results generated by the their ad-creator came out looking something like this:
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Three years after what remains one of the most infamous examples of a social media reality check, Chevy is pursuing perhaps the greatest rebranding of any American car company, (not that it has a choice, exactly), with the debut of the whopping 230mpg, electric vehicle: the Chevy Volt.
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A phenomenal advancement from the environmental perspective, for sure, but from the marketing side, perhaps, it shouldn’t take a government bailout to get you to really listen to what consumers are telling you.
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“i’m a PC. and a human being.”

Have you ever been in a meeting where everyone in the room is using a Mac except one person? Ever notice what happens when suddenly everyone starts to get on that person’s case about the fact that he’s the only one not on a Mac?

I have, and it kinda looked a little bit like this…

http://graphics8.nytimes.com/images/2008/09/18/business/18adco2.600.jpg

That’s a still from the latest ads developed by Crispin Porter & Bogusky in Microsoft’s new campaign to–essentially–regain control of their identity, and it’s a pretty accurate depiction of how I’ve seen that PC-in-a-room-full-of-Macs situation play out. (Clearly, it must not be an isolated incident). In the ad, when the diver flips the white board over, the other side reads, “And I’m Kinda Scared.”

Now, I’m a Mac now, but the computer I had before this one was a PC. I’m just as comfortable using either, and I’ve got Microsoft programs running on this computer right now. I could even get a Mac that comes with the option of running Windows, anyway, if I want, so even though I’m a Mac user, I clearly don’t see my identification with the brand in terms like this–

But many clearly do. And perhaps nothing has helped to articulate the contemporary Mac superiority complex quite like those Mac Vs. PC ads. In the iconic spots created by TBWA/Media Arts Lab, which began in 2006 and new iterations are still being developed now, a casually-dressed, attractive, 20-something guy introduces himself as “Hello, I’m a Mac…” while an older, slightly overweight guy, wearing glasses and a cheap lookin’ suit-and-tie combo introduces himself as “… And I’m a PC.” The two then act out little vignettes against a stark white background in which the capabilities and attributes of “Mac” and “PC” are compared. Often the spots end up presenting various legitimate PC shortcomings in an entertaining, glib way, but just as often the focus is on the two machine-characters’ personalities, and the feature comparison ends up being almost beside the point. Mac is always self-assured and easy-going. PC is resentful and awkward. The great success of these ads,

Mac vs PC

The subtext of these ads, which has also become the subtext of the Mac user community, is that this isn’t just a tool for enabling a certain kind of lifestyle, it’s a badge of it. A Mac isn’t just about helping you BE creative, it MEANS you are creative. A PC, on the other hand, means you are a stiff, unimaginative, frustrated tool, overly concerned with work, and incapable of doing anything interesting. At least not as good as a Mac can. Oh, and furthermore, if you’re  a PC user, then you may as well know that this is what other people are thinking about you, too.

Personally, I’ve always been completely impressed that Mac has been able to brand a conformist white box into a symbol of creative and individual expression. But the idea is that your white box gives you entry into a whole network of other creative individuals, (just like you), and it’s that community association that bestows identity. A good friend of mine, who is a fashion designer, belly-dancer, serial entrepreneur, and has more tattoos and crazy hairstyles than the majority of the creative class, is a dedicated PC, and one of the major reasons for her choice is that she finds the idea inherent in a Mac–that you need this thing in order to express that you’re “hip”–to be a huge turnoff. A Mac doesn’t just bestow hipness to its users, it kind of subsumes it from them too. Perhaps she’s wary of this kind of  accessory watering down or co-opting her own particular kind of hip. Either way, she says she feels like no one else has this line of thinking. It’s a turnoff  “Only only to me,” She says, “I think PCs are just fine, and a lot more bang for your buck,” but everyone else she knows seems to have no problem with this aspect of their Macs.

It’s to let people like her know that there’s more of their kind out there, and to establish that their computers can, in fact, represent their creative, dynamic, interesting identities, that CPB took the direction they did with the new Microsoft ads.

Here’s one. You should watch it before reading further:

I think what’s really interesting here is that the ads say NOTHING about the product, or the features, or anything technical whatsoever. The sole purpose of the ad is to explore the diversity of PC users. I’m trying to think of another example of an entity trying to redefine its own identity by working to undo the stereotype of its “fans,” and I can’t think of one. (Anyone got one?) It’s pretty intense.

In a post titled, “Huh. Those Mac Ads Aren’t As Funny Any More,” Michael Arrington wrote:

Those Microsoft commercials aren’t particularly engaging, and they don’t make me want to go out and buy a copy of Vista. But what they do is show lots of fascinating people saying that they use PCs. They highlight the fact that many people may be somewhat offended by the idea that they can’t be interesting or cool if they don’t use a Mac.

Suddenly, Apple looks a little elitist. I mean, they were elitist before, but in a way that made you want to be a part of the club. Now, they just seem a little snobby.

If that’s what Microsoft and their pushing clients to the edge advertising agency Crispin Porter + Bogusky were aiming for, it’s brilliant.

According to the New York Times, CPB “Relishes efforts to transform perceived negatives into positives.” (See also announcing the onset of an “SUV Backlash” to help promote the US launch of the Mini Cooper–before any such backlash had yet begun at all, positioning the Mini’s uber-compactness as an alternative to the gas-guzzling hegemony.)

More from the New York Times:

Apple executives have been “using a lot of their money to de-position our brand and tell people what we stand for,” said David Webster, general manager for brand marketing at Microsoft in Redmond, Wash.

“They’ve made a caricature out of the PC,” he added, which was unacceptable because “you always want to own your own story.”

The campaign illustrates “a strong desire” among Microsoft managers “to take back that narrative,” Mr. Webster said, and “have a conversation about the real PC.”

The celebration of PC users is intended to show them “connected to this community,” added [Rob Reilly, partner and co-executive creative director at Crispin Porter], “of people who are creative, who are passionate.”

Every single person featured in this ad is somehow compelling and enigmatic. Perhaps it’s because they’re all so different. You have no idea who is coming next. They challenge not only the expectations of who a PC is, but the assumption that you’re supposed know everything about who someone is just based on the kind of computer brand they use. (Talk about “Think Different,” huh?) If the Mac community is “alternative,” the one depicted in the Microsoft ad is global. If the Mac community is elitist, this one is accepting. Beyond “creative and passionate,” this community has a real sense humanity. It’s worldly and smart and open-minded and profoundly diverse. It’s approachable and philosophical. A community that’s out to change the world, and enjoy the world; a community that’s what the world might look like if everyone in it got along. And regardless of whether you’re a Mac or a PC…what kind of progressive human being (not a human doing, or a human thinking) wouldn’t want to be a part of a community like that?

The next time I need a new computer, maybe it’ll be a Mac, and maybe it’ll be a PC, but either way, I find it comforting and heartening to know that this is the kind of community a company like Microsoft sees–and wants the rest of us to see–as its own ideal.

    



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