The Guardian reports that Microsoft has bid goodbye to Jerry Seinfeld and the next stage of its $300m global advertising campaign will launch in the US tonight with a TV ad that confronts rival Apple's disparaging "Mac vs PC" ads. According to one source, the main thrust of the new campaign is to champion "real people" who use Microsoft products. MOre here.
As the New York Times describes here, trying to gain more firepower for ads by generating talk in the popular culture is another tactic of Crispin Porter’s. For example, commercials for Volkswagen became the subject of considerable buzz because they showed something rarely depicted in auto advertising: sudden crashes. That was what the two-week Microsoft teaser campaign accomplished, according to companies that track discussions about brands.
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- Andrew McStay
- I am director of the Media and Persuasive Communication (MPC) network at Bangor University where I also lecture on political-economy of the media. I am currently working on a book provisionally titled Deconstructing Privacy for Peter Lang and leading two empirical projects in connection with privacy perception and the use of new media for smoking cessation. I am author of Creativity and Advertising: Affect, Events and Process (Routledge, 2013); The Mood of Information: A Critique of Behavioural Advertising (Continuum, 2011); and Digital Advertising (Palgrave-MacMillan, 2009). Please contact me at mcstay@bangor.ac.uk if you are interested in Ph.D supervision or consultancy services.
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