It’s All In The Editing

While the new Microsoft ads make more sense than the Bill and Jerry” ads, in that they do appear to be advertising something other than confusion, I don’t see how they are supposed to be selling me on Vista. The campaign is a clear rebuttal to Apple’s “Macs are cool slackers and PC’s are John Hodgman” adverts, but they seem to be off target. Yes, most people in the world use PC hardware (technically so do I). There is no questions about that. After Service Pack 2 was released, most of those PC users were pretty content with Windows XP, and thus pretty content with their over all computing experience. “I’m a (proud) PC doesn’t even address the operating system, which I assume is Vista. I know they aren’t spending 300 million to convince me to stick with XP.

I understand that Microsoft are in “repare the brand” mode and I don’t fault them for that. Apple are certainly playing dirty, and have dealt a pretty significant blow to how the general public perceives PC’s. The thing I don’t understand about the concept of “I’m a PC” is that Microsoft doesn’t control the “PC experience.” They make an operating system and suite of software that runs on PC architecture, and they certainly popularized the format in the 80’s but they don’t have final control over how a user intereacts with their PC.

What I’m getting at is if you are comparing Microsoft to Apple you are comparing a software company with a lifestyle company. Apple makes the only Mac hardware, they make the OS, they license the peripherals and keep close tabs on the software developed for their platform. Microsoft could never hope to acquire that control over the end user experience. How many non-tech people do you know that think “my computer sucks” because their email is slow? Or maybe they think they need a new computer because it’s always crashing, when all they need is new RAM. I’ve seen dozens of acquaintances and family members throw out their old machines because they loaded it down with so much spyware that it became unusable. THIS is their user experience and MS really doesn’t have anything to do with any of that.

I’m not saying Microsoft aren’t as good as Apple. I’m saying they probably shouldn’t even be compared other than in the areas in which they directly compete (operating systems).

Regardless, does anyone find it strange that Cordelia Chase [apparantly it’s Eva Longoria] is in those Microsoft ads (or that they were made on a Mac)?


I had previously mentioned that the airing of a commercial for a video game on stage between bands at the Dethklok concert was… unwelcome at best. Turns out that particular part of the show hasn’t been very well received by the audiences at each of their tour stops. I assume the fire that halted a San Francisco Dethklok show was the result of a disgruntled fan that didn’t want to be sold anything else after purchasing a $30 ticket with $15 in convenient charges, a $25 shirt and several $4 beers.

It was a lot like the first time I saw a commercial at a movie theater instead of just trailers. You’re excited for the entertainment you’ve paid for and are about to enjoy and then something happens to make you feel ashamed and dirty. When they began projecting the advert on a 50 foot wide screen in front of us Josh panicked and began trying to fast forward the concert. I explained that what were were experiencing wasn’t recorded on a Tivo but was actually a live event that couldn’t be time-shifted. He then tried to delete the torrent. I just held him as he acted out his paranoid psychosis  and wept.

I get it. Touring is crazy expensive, and when a corporation approaches you and offers to foot some or all of the bill if you agree to certain impositions on behalf of your audience it’s probably pretty difficult to say no. I guess it just seemed like the kind of thing that would be more at home at a Panic at the Disco show than a Dethklok concert. That logic, and my disapproval, really don’t make any sense seeing as how “Dethklok” is just an advertisement for an ad supported cartoon, DVD’s and other merchandise. Like I said, I actually enjoy their music regardless of their fantastically entertaining television program.

I remember seeing Weezer at the first Honda civic tour in the early 2000’s. That was my first experience with corporate sponsored rock and roll. There were Honda Civics on the floor of the concert that you could sit in. I think there was a mosh pit test drive too. There were tents where I could play Playstation racing games featuring the all new Civic, and informational booths where I could learn more about the ABS brakes, dual airbags, and “roomier than you would think” interior. I got a free Weezer poster at that show. Well, it said “Weezer” in tiny letters. Mostly had a picture of a car. And the name of a car.

In all honesty, I really wasn’t even all that offended at the Dethkomercial. I was just VERY SURPRISED to see it DURING a metal show. That’s all.