Jesse just forwarded me a video of Microsoft’s new ad for Songsmith, their GarageBand competitor. I took a look and…wow. Before I say anything, I should say that if they were going for a deliberately corny feel, then I completely missed the point. But I did find it all sorts of hilarious.
The ad sets up the story of a writer-blocked dad struggling to come up with a jingle who spies his daughter using Songsmith. What, your kids don’t sing product demonstrations in the kitchen? Also, as a professional, why would you let you daughter put flower stickers all over your computer and install singing software on your office machine?
Let’s take a look:
Did you notice anything that was…out of the ordinary? A little bizarre for a Microsoft Ad?
Something like using a MAC BOOK PRO with the apple logo “cleverly” covered by a sticker! What are you doing Microsoft? I actually laughed out loud when I saw it. Amazing. The song track options sound a little old, like something you would hear on one of those “best of the 50s” compilation CDs they sell on television at night.
My favorite part of the whole ad is when one of his buddies says: “Microsoft huh? So it’s pretty easy to use?” Right, because THAT is the association we have with the software giant:
So I decided to do a little digging and uncover some of the other hidden gems by Microsoft. Here’s what I found.
My Favorite Microsoft Related Videos:
1. I’m a PC Ad
I thought they overstated the stereotypes a little bit. What makes Mac ads so great is that they show instead of tell and I think Microsoft tried to overcompensate a little by spelling it out (“I have glasses!”)
2. If Microsoft Designed the iPod Package
An oldie but a goodie, this one captures the complex identity of all that is Microsoft!
3. Sarcastic Gamer’s Microsoft Surface Parody
I still think this is a cool concept, I just enjoy sarcastic commentary.
4. Windows “Mojave” experiment
I think one of the main problems I have with their ad campaigns is that they seem to spend a lot of time on the defensive. Trying to convince people that, no, really, Vista works, instead of innovating or improving the product. Although when they go “off message” we get things like this:
HOW DID THIS COST MILLIONS OF DOLLARS? Now, before you send me hate mail, I should disclose that I’m speaking as someone who has always owned PCs until last year when I got my first Mac. I was struck by the near unanimous joy that Mac users have with their machines. It was infectious enough that I had to try it, and sure enough, I was seduced by the sleek design, the simple interface and the usability. I think the Mac people agree:
Fabulous post. I laughed at every video and accompanying commentary. I can’t believe the Songsmith commercial – is that for real? It is the corniest thing I have ever seen.
Also a huge fan of the video where people are shown Apple’s 1984 commercial and don’t understand the concept at all – maybe that’s why Microsoft’s ads are so out of touch.
Wow, Songsmith is a joke, right? That was so painful to watch and so corny. I can’t imagine anyone would think this was funny to release to the public. My image of Microsoft has fallen even more.
@jonV I thought it was a joke, but no it’s a real product. Weird.
@Erin Bury Thank you so much! When I saw the video I knew it was just one more in a long line of messaging that doesn’t seem to resonate with people.
Wow, I thought the last few campaigns were a little off, but this is unbelievable! They must be targeting people who still think MIDI music is fun. This wouldn’t be “the cool new thing” if they gave it away with free beer. I loved your analysis too. The “huh” guy is classic. Thanks for pulling all this together.
I kinda like the ‘I have glasses’ ad, it sets the PC apart as the average Joe’s choice of computer and not just a toy of the hip and tech savvy creative type. However I don’t think it has half the impact of any of the Apple ads and like you said they seem to be playing the defensive the whole time, the paranoid stereotype created by the Mac campaign.
Songbird looks like a badly done high school marketing project…
This says it all: http://music.metafilter.com/2943/Runnin-With-The-Songsmith