Microsoft Targets Value-Conscious Consumers
Microsoft has launched a new series of ads in their “I’m a PC” campaign targeting value-concious consumers by taking shots at the higher price points found on Apple computers. Obviously the Crispin Porter + Bogusky produced ads are intended to play to the fear a lot of consumers feel now about the economy.
The first TV spot in the “Laptop Hunters” commercials aired during March Madness features Lauren, a young woman shopping for a 17″ laptop who hits a sweet spot for Microsoft, not too hip, not too square and eminently likable.
Lauren’s charisma it turns out, if we are to believe The Man, isn’t born of great acting chops. The story is that CP+B recruited people from Craigslist to participate in a focus group. The agency followed the marks inside electronics stores and taped them shopping. The resulting unscripted video was edited into commercials.
This is the first bit of good work to come out of this campaign after two major fails with Seinfeld and the impotent “I’m a PC and I’m 8″ series of hack jobs.
