Microsoft's Surface Pro 4 Beats Out a MacBook in This Playful Ad
Riley von Niessen — September 1, 2016 — Tech
The rivalry between Microsoft and Apple has been ongoing for sometime now, however its especially clear in this commercial that seeks to promote Microsoft's Surface Pro 4.
It begins with a woman who detaches the screen of her laptop from the keyboard with ease, at which point a man appears from under the table while singing a song. Throughout it, he compares Microsoft's Surface Pro 4 to a MacBook Air, essentially telling consumers all the ways that Apple's product is inferior to the product's innovative design.
The singing man considers how Microsoft's Surface Pro 4 has a pen to write on the touchscreen with, an incredibly high resolution and is more lightweight than the MacBook Air. With this, the company targets it's creation's most prominent rival -- hoping that the effort will drive consumers to its stores rather than Apple's.
It begins with a woman who detaches the screen of her laptop from the keyboard with ease, at which point a man appears from under the table while singing a song. Throughout it, he compares Microsoft's Surface Pro 4 to a MacBook Air, essentially telling consumers all the ways that Apple's product is inferior to the product's innovative design.
The singing man considers how Microsoft's Surface Pro 4 has a pen to write on the touchscreen with, an incredibly high resolution and is more lightweight than the MacBook Air. With this, the company targets it's creation's most prominent rival -- hoping that the effort will drive consumers to its stores rather than Apple's.
Trend Themes
1. Comparative Advertising - The trend of using comparative advertising to showcase product superiority is on the rise, creating new opportunities for companies to showcase disruptive innovation.
2. Multi-functional Devices - The trend towards multi-functional devices that combine a variety of features, like laptops that can become tablets, is creating opportunities for innovation in design and functionality.
3. Targeted Rivalry - The trend of companies targeting specific competitors in their advertising campaigns is becoming more common, and creates opportunities for new strategies and tactics to be developed.
Industry Implications
1. Technology - The technology industry can take advantage of disruptive innovation opportunities by creating multi-functional devices that can compete with rival products.
2. Advertising - The advertising industry can capitalize on the trend of comparative advertising to help clients create disruptive campaigns that showcase product superiority.
3. Retail - The retail industry can explore opportunities in targeted rivalry by identifying ways to differentiate themselves from specific competitors and attract consumers to their brand.
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