What is Microsoft Thinking With The Windows 7 Commercials?

Windows 7 is out, and along with it a whole new batch of commercials to tell us how great it is. I’m not going to bash Windows 7, which by all accounts seems to be a huge improvement over Windows Vista. However, Microsoft’s advertising department thus far is living down to its reputation.

First, we have the “Good News” series (view it here), which features a young girl narrating her supposed artwork (created using Windows, no less) using “happy words” she has found regarding Windows 7. In short, Microsoft chooses the “cute” avenue to show off their press. But it doesn’t display any of the new features of Windows 7, and completely distracts you from the positive reviews on Windows 7. Moreover, it’s completely not believable. How many kids are creating artwork centered around editorial reviews?

Next, we have the “Windows 7 Was My Idea” (view). Microsoft is a little warmer. At least they’re focusing more on their intended audience, and hinting at the new features of the OS. Yet, overall, these commercials are vague, and you aren’t convinved that these people love or even use Windows 7. Further, who cares whose idea it was, does it do what we need? Yes, I understand they’re trying to say that it’s now meeting the user’s needs. Yet, they miss their mark. Emphasizing cool yet fringe features of the OS like Snap also doesn’t make me want to run out and upgrade.

Finally, we have the newest and best of the bunch, “7 Second Demo” (view). Microsoft is actually putting Windows 7 front and center, by showing several of the new features. This is where they need to go if they’re going to try to undo the damage Vista has caused. Yet these commercials are very quick. You need to see several of them for any lasting impression. So, I have a feeling we will be deluged with these over the next month.

It amazes me how Microsoft continues to get it wrong. Even “PC” people (of which I am one) have to admit that Apple has them beat hands down when it comes to advertising. In fact, there’s already a gang of anti-7 commercials from Mac that are way more convincing than any of the Microsoft commercials. Take “Broken Promises,” for example. Microsoft is going to have to do better than this if they want to make the Vista hangover disappear.

David Kennedy is a software developer and serves as IT administrator for a small business.

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Aaron Fournier
The “Windows 7 Was My Idea” advertisements I think are better than you give them credit for. It’s showing that Microsoft is listening to the needs and wants of it’s consumers and while I realize these are actors and actresses in these commercials, a company that listens to it’s customers in making a product better is very important.

David Kennedy
I admit it’s a good idea, and badly needed after features in Vista like UAC. But it’s poorly executed, IMO.
Have you seen the one where all she wants is a PC that doesn’t freeze or crash?? Wow, that’s high requirements. I’m glad Microsoft finally listened to their customers and tried to make a PC that doesn’t freeze or crash (sarcasm).

TemperingPick
So you want you computer to crash all the sudden when you are writing you report that is due tomorrow?
Is not crashing a good thing? Have you even tried Windows 7?

David Kennedy
I have not tried Windows 7…it’s still on my desk in the shrink wrap. That hardly disqualifies me from critiquing their commercials.
Not crashing is a good thing. Is that something we really need to ask Microsoft to provide us? Shouldn’t that be a given? Has Microsoft fallen so far that they need to convince us that their OS won’t freeze or crash???

Matt
That an OS doesn’t freeze or crash should be a given, but it’s not…and Windows isn’t the only one that does it. Anyone who claims the Mac OS doesn’t freeze or crash is just plain ignorant. So if MS can convince people that their OS doesn’t freeze or crash (even though it does, of course), then why not?
Speaking of things that should be a given…one of those Mac vs PC commercials has the Mac guy bragging that his OS is capable of playing music and movies. Whoa! Stop the presses!

Matt
So, you’d rather Microsoft make Mac-type commercials? Rather than say anything good about our OS, let’s just bash the other guys? Mac’s commercials are juvenile (which I guess is befitting) and I applaud MS for taking the high road.

Brian
I agree. The Mac commercials make me NOT want to be associated with them. It seems like their target market is teenage girls. Not that teenage girls are not a valid market, but their commercials certainly do not appeal to a 40 year old male. Choosing a metro dude like Justin Long is not going to get Dad to buy a new computer.
Really, I would like to see them have some commercials that tout the actual technical merits of the product (premium construction, better hardware/software integration, etc.) than have a mousy person gush over the fact that “Macs just work.” Empty headed garbage.
David Kennedy
I agree, some of those Mac commercials are catty. I’m not saying Microsoft should mimic them. The point is, the Mac commercials get their point across more effectively than do the Microsoft commercials. Even when that point is…let’s just say, debatable.

Laurin R
Gents, lest we not forget the target market for these two competitors, I believe is 16 to 35 year old consumers. The typical face book, twitter and you tube fans, etc. I, as a 53yo male mainly use my computers for stock watching, research and work related system trouble shooting. I have been looking at Win 7 but figure I would just build a new pc to run it on. My XP pro has been tweaked to the point that I hate to just give up something that finally does what I want it too. Ha ha ha marketing, you gota love it, or hate it… No exact specifics of anything at any time.
Sebastien
To answer your question in short: “Microsoft is NOT thinking!” You’ve got all the money in the world and that’s the best you can come up with? Shure pc vs mac are targeting different age groups, but, you have to admit, the Mac vs PC adverts are at least “Entertaining” to watch. You watch it over and over becuase of the funny antics that are going on (even though it’s petty). With the windows 7 adverts, you’ve seen it once, and that’s more than enough. You don’t feel compelled to do anything after watching it and that’s the point of an advertisement. For once they’ve got something good on their hands and this is what they do to it!? Sad. In fact, Youtube does a better job of advertising than they do (the PC vs Macs comebacks are hilarious).
http://www.pcmech.com/article/windows-7-commercials/#leave-comment Katie
Honestly the commercials IMO are not important. People in the tech world know what’s going on and as long as it comes installed on a new PC that’s all the end user knows. They know Vista is slow, Ive heard the comments but they are not going to be educated in a 60 second time slot. If no one cares to research the Windows 7 improvements it just doesn’t matter. Windows 7 is awesome in my opinion. I still have 2 computers with XP that serve their usefulness fine as it does for the common computer user. The others have 7 and it is great. Kudos to Microsoft for listening that we don’t have to be “bogged down” to have a great OS.
Luke
Apple’s Mac vs. PC ads aren’t probably going to last much longer because Windows 7 is so good that they can’t say anything bad about it. Windows Vista was bad so those commercials really kicked off. Now, all they’re saying is “Oh, it is so hard to upgrade from XP.”
Brad
I just saw the “doesn’t freeze or crash” ad today. Clearly, it’s a good thing if the OS doesn’t freeze or crash. The funny part is the implication that Microsoft made that change to their OS because the girl in the ad asked them to. As if this problem had only just been brought to their attention, and they had been unaware of it happening for the last 20 years. Perhaps freezing and crashing in the past has been the fault of the millions of users who’d never bothered to ask Microsoft to fix it?
Sean
Has Anyone noticed that the actors in the “Windows was my Idea commercials” ARE SWITCHED WHEN THE ‘idea” portion takes over or Am I imagining it?? Sure doesn’t look like the same person who opens the commercial – what’s with that???

David Kennedy
Yes, they definitely switch them. I think it’s purposeful, to show how they’re imagining a great situation where their computer is better and so are they, at least in the looks department (though, in one case, I think the imagined girl isn’t as attractive as the original…but to each his own, I guess).
vrifts
It’s obviously on purpose. It’s to show that it’s real people that are thinking up the idea while it’s actors doing the reenactment.

JIMBOIA
How come the men seem so much more handsome when they get the new ideas then when they are taking credit for them? Definitely different actors. Riddle me that, Batman…
Rudy
Microsoft’s commercials are highly annoying! Their use of phony actors who are supposed represent normal people is very lame; the guitar tune is very lame, and the imaginary flashbacks to more attractive actors doesn’t make any sense. Every time I see their commercial – I roll my eyes and either mute the TV or change the channel. Apparently, all the money in the world cannot buy style, taste, and something that is cool.