Microsoft's Siri vs. Cortana Commercial Makes Fun of Apple's Assistant
Laura McQuarrie — September 3, 2014 — Tech
References: adsoftheworld & adweek
The Siri vs. Cortana commercial from Windows shows a conversation between the two rival personal assistants. Although Siri used to be the most impressive personal assistant out there, she's presented as a bit of an airhead in this ad. It begins with Siri looking at her own reflection in the mirror and singing "I Feel Pretty" to herself.
Cortana comes alone with a smoother sounding voice and promises to aid Siri with booking her manicure and pedicure. The ad humorously points out that the reason why Cortana's voice is so crystal clear is because she has two speakers—Siri only has one and she's sitting on hers. Fortunately these two only have their voices to go at each other with, otherwise the ongoing Microsoft and Apple rivalry between the two phones could get a little scrappy.
Cortana comes alone with a smoother sounding voice and promises to aid Siri with booking her manicure and pedicure. The ad humorously points out that the reason why Cortana's voice is so crystal clear is because she has two speakers—Siri only has one and she's sitting on hers. Fortunately these two only have their voices to go at each other with, otherwise the ongoing Microsoft and Apple rivalry between the two phones could get a little scrappy.
Trend Themes
1. Smart Assistant Competition - As smart assistants continue to improve and new ones emerge, brands will increasingly compete to win over consumers with innovative features and functionalities.
2. Voice Technology Advancement - Advancements in voice technology could revolutionize the way that consumers interact with their devices, creating opportunities for companies to develop new products and services.
3. Humorous Advertising - As consumers increasingly seek out lighthearted and entertaining content, companies can create disruptive advertising campaigns that poke fun at their rivals in a humorous way.
Industry Implications
1. Technology - As smart assistants become more prevalent, tech companies will need to innovate in order to stay ahead of the competition and capture market share.
2. Advertising - The rise of humorous and entertaining advertising creates opportunities for brands to differentiate themselves and capture consumers' attention in crowded marketplaces.
3. Personal Care - Personal care companies could explore partnerships and integrations with smart assistants to offer unique and convenient services to consumers, such as booking appointments or recommending products.
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