Microsoft Aims to Redefine ‘I’m a PC’

This Microsoft advertising story just gets weirder. Now they’re rolling out a commercial with a John Hodgman lookalike who declares, “Hello, I’m a PC, and I’ve been made into a stereotype.”

Directly responding to Apple’s campaign is weak. It’s playing Pepsi to Apple’s Coke, Burger King to Apple’s McDonald’s. It’s an explicit acknowledgement that Microsoft is the second-place brand.

★ Wednesday, 17 September 2008