The documentary reality show style of this commercial for Microsoft makes this an effective commercial.
Microsoft is taking advantage of the economic situation to sell value. Macs have always been overpriced compared to PCs, and in the current economic climate, the people who have money to spend at all may not be in a position to fork over the extra cash to buy a Mac.
The story goes that Microsoft’s ad agency, Crispin Porter + Bogusky, placed ads on Craigslist and other web sites looking for subjects who were willing to be involved in a research study about laptop buying decisions. Then they gave them specific amounts of money to buy a laptop and had a film crew follow them around.
Like the reality shows the commercial emulates, the reality of the story is questionable. According to the Associated Press, Lauren is “an office manager and an actress.” Reality shows are scripted. Does really anyone think that Lauren came up with the line, “I’m just not cool enough to be a Mac person,” spontaneously?
Unfortunately for Lauren, she now owns a laptop that’s running Windows Vista, the same operating system that Microsoft has been scrambling to replace because customers don’t like it.
Oh well, it was free.
By Marc Librescu