Microsoft seizes control of Apple’s famous ad format

Hard times call for devious tactics. And this one is good. m:united (the agency set up by Interpublic to handle its Microsoft creative win in April this year) has nicked Apple’s world famous ad tactic, Mac vs PC, in the hopes that it can nick a lot of its users also.

The first generation Microsoft Surface that launched in 2012 was not a roaring success. In 2013, Microsoft’s recorded revenues from Surface was US$853 million and it netted US$487 million from Windows software licensing. It spent US$898 million marketing the tablets and their software. iPad revenues in the same period were in the US$ billions.

But this is 2014. The iPad fad has waned. And the new Surface Pro 3 is going head to head with MacBook Air and the fact that Air has to partner with an iPad to have nearly all of Surface’s functions.

There are three ads in the series, each making much of the touchscreen and pen benefits of the Surface Pro 3 over Apple’s MacBook Air, ahead of the Surface Pro 3’s launch into 25 new countries on August 28.All lead to the tagline, “the tablet that can replace your laptop.”

In the execution called Crowded, Microsoft even uses Apple’s line, “You are more powerful than you think,” against it.