Microsoft readies UK version of "I am a PC" ads

 

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Posted on 8 Oct 2008 at 18:40

Microsoft is launching the UK version of its "I am a PC" campaign tomorrow night, describing it as just the first blow in "the biggest UK consumer campaign" it's ever run.

The 60-second advert will play during the first ad break in ITV1's X Factor, and although the ads will follow the same format as the "I am a PC" campaign in the US, John Curran, director of the Windows Client Group at Microsoft UK, was keen to point out that the ads will have a British focus.

"You'll definitely see a lot of UK people in the ad - but there will still be some US people, some international, as we want people to understand that Windows is a global experience," he told PC Pro.

Don't expect to see a cluster of major celebrities, however. "In the overall perspective, just as in the US ad, many of the people are famous within their spheres as opposed to just major celebrities," explained Curran.

So what does Microsoft hope to gain from the campaign? "What you'll see is us starting to talk to UK consumers about their experiences and how Windows helps to empower them," said Curran. "And the reason we've taken this specific tack is that we really want to celebrate how Windows is empowering people across the UK to have great sets of experiences."

But Microsoft also wants UK consumers to get involved with the campaign, submitting their own works and thoughts on what they like about Windows.

"People will be able to go online and upload their content and tell us about the cool and unique things they're doing and they have the possibility of being seen in all different aspects of our creative execution, and that would include outdoor and online and even TV. Obviously we're looking for people to come and tell us their stories and start to engage in a discussion with us."

Biting the Apple

Though Curran wouldn't be drawn on Apple's campaign specifically, the company's adverts were clearly never too far from Microsoft's mind when it drew up its ideas.

"A number of our competitors quite honestly have come out and sown some misconceptions in the marketplace about what a Windows experience is, so first and foremost we want to make sure folks understand the facts and have a good perspective on what Windows is and what it does for them."

We also wondered if the tagline, "Life without walls", had any hidden references to Apple's legendarily closed system, but unsurprisingly Curran wouldn't be drawn.

"It's not focused on a specific competitor," he insisted. "What we're really talking about here is that Windows is the only real brand and the only set of experiences out there that is truly compatible across all the things people want to do in their entire digital lifestyle. Whether that's on the PC, online, on the phone, it's the one that gives them the widest range of choices and the biggest range of compatibilities, and empowers them to do what they want to do how they want do it when and where they want to do it."

Author: Tim Danton