Microsoft Commissions a Guy Named 'Mac Book' for Its New Commercial
Kalin Ned — August 16, 2019 — Pop Culture
References: youtube & designtaxi
Microsoft's latest laptop ad takes the brand's rivalry with Apple to new heights.
For this marketing campaign, the software company employs a guy who goes by the name of Mackenzie 'Mac' Book. The individual lives in Sydney, Australia, and was sought out by Microsoft due to his name. The laptop ad depicts him comparing the brand's Surface Laptop 2 and Apple's MacBookAir. He is faced by a plethora of questions, focusing on efficiency, durability and other qualities that are desirable to consumers who are looking to purchase a new computer. The cheeky laptop ad ends on a bold note as Mackenzie concludes, "You should get a Surface. Trust me, I'm Mac Book."
This marketing initative is one of many who illuminate the rivaling relationships between competitors.
For this marketing campaign, the software company employs a guy who goes by the name of Mackenzie 'Mac' Book. The individual lives in Sydney, Australia, and was sought out by Microsoft due to his name. The laptop ad depicts him comparing the brand's Surface Laptop 2 and Apple's MacBookAir. He is faced by a plethora of questions, focusing on efficiency, durability and other qualities that are desirable to consumers who are looking to purchase a new computer. The cheeky laptop ad ends on a bold note as Mackenzie concludes, "You should get a Surface. Trust me, I'm Mac Book."
This marketing initative is one of many who illuminate the rivaling relationships between competitors.
Trend Themes
1. Rivalry-driven Marketing - Opportunity for brands to leverage competition for attention and differentiate themselves.
2. User Personas in Advertising - Using individuals with relevant names or associations to represent target audience to enhance relatability and engagement.
3. Product Comparison Campaigns - Creating ads that directly compare products to highlight the advantages of one's own brand over competitors.
Industry Implications
1. Technology - Opportunity for tech companies to engage in rivalry-driven marketing and promote their products.
2. Advertising and Marketing - Utilizing user personas in advertising to increase consumer connection and brand message effectiveness.
3. Consumer Electronics - Creating product comparison campaigns to educate and persuade consumers in their purchase decisions.
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