The advertisement/marketing campaign that I will be reviewing this week are the heavily discussed Microsoft Surface vs. iPad ads. Usually, I hate when companies use their competitors product in their ad, due to the fact that to me it's basically admitting that their product is considered inferior. However, in this campaign, Microsoft does an excellent job of getting down to the specifics of what their product has that the iPad doesn't, such as a USB port and kick stand.
Using the clever voice over of Apple's fabled, "Siri, Microsoft almost mocks Apple's simple interface and business incapabilities.
Only several ads that I've seen can successfully use this technique, such as this 2010 Pepsi commercial, where they portray Pepsi literally standing above the rest of all sodas, especially Coca-Cola.
As mentioned earlier however, I usually hate this technique. It seems like a low blow, and to me, is an unsuccessful ploy for me to want to switch what companies product I buy. Take this ad for example, would you want to switch products? I wouldn't.
Luke Wilson, fail.
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