The new Microsoft Windows 8 ad isn’t shy about poking fun at its biggest competitor. The video explicitly compares the new Windows 8 tablet to the iPad side-by-side. It features the disembodied hand we often see in Apple commercials—we also hear the voice of Apple’s renowned feature Siri.
The tablet shows off its new Snap feature that runs two apps at once, while Siri’s confused voice responds in "I’m sorry" messages. The Window 8 continues to work smoothly while Siri says things like, "Sorry, I can only do one thing at a time," and "I don’t update like that."
The ad mocks Apple in every way: visually, phonetically and contextually. The iPad childishly plays the piano next to the fully capable Windows 8 tablet that opens up Microsoft Office—this part is a spin off Apple’s piano commercial.
Apple’s white design contrasts with Microsoft’s black finish. There is a contrast in the video's finale too, when the prices of both tablets are shown.
Competitor-Mocking Tablet Ads
This Microsoft Windows 8 Ad Makes Fun of Apple’s Renowned Feat
Trend Themes
1. Competitor-mocking Ads - Opportunity for brands to create bold, humorous advertisements that playfully mock their competitors to engage customers.
2. Side-by-side Product Comparison - Opportunity for brands to create their own side-by-side comparison ads that highlight their products' superior features, amenities and pricing to gain customers.
3. Technology Satire - Opportunity to create tech-based humor that appeals to consumers by poking fun at the quirks and complexities of popular devices or features on competitors’ products.
Industry Implications
1. Consumer Electronics - Manufactures can create quirky, humorous campaigns that launch new, tech products and target gadget-crazed millennials with competitor-mocking messages.
2. Software/tech Services - Opportunity to create satire-based marketing targeting business clients showcasing their products superior features, amenities and pricing for better productivity.
3. Advertising - Opportunity for agencies or freelancers to create bold and challenging advertising campaigns, instilling humor to make the audience smile along with the product message thereby engage customers.