Finally, Microsoft Competes In The Image Arena

Steve Ballmer and crew loves what Crispin Porter & Bogusky is doing for Microsoft’s external image and internal morale.
In a New York Times feature, Sean Siler, 39, a software engineer at Microsoft who was featured in Crispin’s “I’m A PC” ad campaign says, “I’ve never seen more pride at Microsoft. You walk through the campus, and you see people’s laptops that have ‘I’m a PC’ stickers on them. I walk in the company store, and there are these huge banners that say, ‘I’m a PC’ and shirts and ties and mugs. I think I made a difference. My God, that’s so cool!”

Another interesting tidbit from the Times piece: Lee Clow flies north every Wednesday to meet face-to-face with Apple’s Steve Jobs. Frankly, that’s what it takes to make great ads–a strong client-agency partnership created by, and protected by, the key decision makers.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. “I’m A PC” ad campaign says, “I’ve never seen more pride at Microsoft. You walk through the campus, and you see people’s laptops that have ‘I’m a PC’ stickers on them. I walk in the company store, and there are these huge banners that say, ‘I’m a PC’ and shirts and ties and mugs. I think I made a difference. My God, that’s so cool!”
    The person quoted is either an idiot or a corporate monkey paying lip service to the boss. How can anyone be amazed to find FREE STICKERS AND BANNERS being used in the place THAT PAYS FOR THOSE FREE STICKERS AND BANNERS. That’s the delusion of advertising, that you guys think it matters.

  2. It’s not the stickers and other merch that matters. What matters is that people are willing to self-identify around being a PC. In other words, Crispin is helping make a company that’s never been cool, cool.

  3. If they’re so cool, why is that video so obsessed with emulating Apple?