For Crispin, It’s Politically Correct To Work On PCs

According to an interview in The Huffington Post, creative staffers at Crispin Porter & Bogusky work on PCs. Maybe it’s just one more rebel stance for the Miami/Boulder operation, or maybe it’s the only sane thing to do, considering the importance of an account like Microsoft.

Jeremy Abelson: …with a company built on Apple products, how are you persuading people to buy Microsoft products?
Alex Bogusky: When we started working on this we swung everyone in the agency over to PC’s, and really all of the senior people on the account are working on PCs, and we thought it was really important because we do a thing called method advertising, which is if you don’t use it, you don’t know how to talk about it. And I think in the past Microsoft’s creative had a lot of swirly magical kind of stuff going on, and it might have been because their agencies weren’t working on PCs. So once you start working on it and you understand you can do a better job on it, and I think we’ve done a really good job on it and, you know, one of the key factors is that we use them. I had never worked on a computer other than an Apple, and I thought, “Oh my god! Will I be able to do this?”
Jeremy Abelson: What do you prefer?
Alex Bogusky: Well I prefer the PC, but it’s very similar. I have Vista Ultimate, and at a lot of things it’s better, and what surprised me was that it was a little more seamless in terms of going from application to application. Anyway, it’s good, it’s a great machine.



About David Burn

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.