Mac vs. PC Online

Microsoft and Crispin have launched its latest competitive ads against Apple and TBWA. This time, the focus is price, not a bad strategy in a down economy. They’ve seemed to give up on the “PC users are cool, too” strategy after Apple and co. reacted very quickly with a jab at the campaign itself.

I like the TV ad. I think it was a good execution of a “normal” person shopping.

Online, though, I have to wonder if Microsoft and Crispin are simply out of their league.

This promotion showed up on the home page of the NewYorkTimes.com on Friday. It was a slot machine execution to show how much money you would save. There wasn’t a lot to it; it was kind of small and hard to read; and it didn’t take advantage of the medium very well. You could spin to see what great extras you missed out on by buying a MacBook.

Think about what they’re up against: The latest Apple MacBook and iPod ads have the computer busting out of its assigned ad space. And the Apple vs. PC ads online have been the best, hands down, of repurposing TV ads online. Click here for a great, great example of what Apple and TBWA do with a NYT.com ad.

TBWA has used the technology in clever ways to gain attention, either by smashing up navigation on MTV or coordinating content in the banners themselves. The ads are eye-catching and entertaining.

I expected Crispin, who are one of the best agencies when it comes to doing both traditional and digital, to come up something better than a slot machine. Been there, done that. You’d figure that together with the Microsoft team at aQuantive, we would have seen something that would have pushed the limits.

Crispin and Microsoft need to move up a notch in using the online technology for advertising. We know they can do it on microsites. Let’s see that great creativity flourish in this limited space; we need them to do so.

As for content, in the TV ads are straightforward and clear. Online, I have to choose between a MacBook or a PC laptop and 65 Starbucks Lattes. I can already see Apple’s TV response.