[zmmmmm]

Has there ever been such a low ball PR campaign by such a large company? It's seriously hard to think of any major company that's come out with such sleazy tactics as this against a direct competitor. Can you ever imagine Google or Apple running direct to consumer ads referring to Microsoft as "Microshaft" or some other slogan? Even on Reddit, things such as "M$" usually result in a torrent of down votes.

It's a fascinating strategy, and I'm kind of scared what it will mean if it works: can you imagine an all out war with every company doing this? I hope Google has the self control and patience not to return fire.

[_delirium]

It didn't use a silly name for their competitor, but Apple's "I'm a PC" ads are one recent example of pointed negative advertising targeting a specific competitor (and using kind of silly stereotyping of "PC users" to do so): http://www.youtube.com/watch?v=qfv6Ah_MVJU

[bunderbunder]

There's a huge difference, though, which is that Apple pulled it off. The "I'm a PC" ads might have been barbed, but they were also funny, and managed to keep it upbeat. Whereas this "Scroogled" campaign just comes across as sullen and petulant.

Scalzi's Law: The failure mode of "clever" is "asshole".

[_delirium]

That I definitely agree with.

Another of Apple's very-negative ads, the famous "1984" anti-IBM ad, is a good example of that. Analogizing your competitor to a dystopian totalitarian regime risks coming across as shrill and over-the-top, but Apple managed to pull it off.

[bunderbunder]

That one's an interesting case, too, though. It didn't really come out and say any of that; it just let the viewer fill in the blanks. Case in point: In 1984 everyone interpreted it as obviously being about IBM. When it was re-issued in 2004, everyone interpreted it as obviously being about Microsoft.

Compare again with "Scroogled", which quite literally consists of little more than a pile of long-winded lecturing. Seriously, sitting through one of those ads transports me back to my sophomore history class. The one where the teacher had no shortage of. . . opinions.

[cjensen]

The "PC" in those adds was not a user. It was the computer. Those ads don't make fun of or otherwise characterize PC users in any way shape or form.

[_delirium]

I know that's what they were officially personifying, but I interpreted them as having a PC vs. Mac user undertone. TV ads generally aim for that kind of implication, trying to make people identify with the kinds of people who own X versus the kinds of people who own Y (see also: beer ads).

[bookwormAT]

As far as I remember, that ad campaign backfired pretty hard when Microsoft released it's own "I'm a PC" ad.

IMHO that was the best ad Microsoft ever made. It was an obvious counter to the stereotype, but it made Apple users look like snobs, and Apple shut down its own campaign shortly after that ad.

As for the "scroogled", I think it mostly makes the impression that Microsoft is scared. I'm not sure if this campaign actually keeps more people from buying chromebooks than it does inform people that Google makes laptops.

[kenjackson]

Apple had a whole TV campaign with Justin Long mocking Microsoft. It was pretty successful I recall.

[azakai]

This is a matter of taste of course, but I found those Apple ads somewhat playful and amusing. Perhaps I didn't see them all and some were harsher?

But this Microsoft campaign just feels like a political attack ad, bitter and cynical. I'm disappointed in Microsoft for doing it, and I think it's just going to help Google by making Microsoft look bad.

[vacri]

Also, the Apple ads weren't pretending to be an independent party - it was clear to any naif who was footing the bills for the ad.

[rpedroso]

I tend to agree with you, but there are some differences:

A) Most of the "Mac vs PC" ads focused on showcasing ways Apple products were superior to Microsoft ones [1]. This isn't universally true though [2]. Regardless, that strategy is better than showing people break dance with your tablets.

B) The "Scroogled" campaign has a different, more aggressive tone to it. The whimsical background music in the Apple ads don't come across as forcefully as the term "Scroogled" does. I suspect this tone is more off-putting.

[1] See some of the ads here: https://www.youtube.com/watch?v=C5z0Ia5jDt4 [2] https://www.youtube.com/watch?v=9DWLyrljLDk

[shaneofalltrad]

What about the "Internet Exploder"(that term is true). Microsoft has taken it's fare share of insulting and I don't believe calling things "Scroogled" made by Google are far from the truth. It is funny because it is true, they are using some great coding, marketing and anything else under the sun to screw us or at least the competition (we as consumers will pay soon enough). We all know this. They have great products, but that is NOT a typical laptop, it is a glorified Search Engine. I personally have insulted Microsoft products a lot in my time, but you have to admit, they are getting scroogled by many of these hyped up minimalist products, that do not offer half of what a PC, MAC or *nix (Ubuntu/Mint) can give you.

[vacri]

"If you use Microsoft, then you're a clueless dork" is just as aggressive as this campaign. It did at least use a bit more whimsy, though.

[mcosta]

The apple guy ads were much more classy. This is embarrasing.

[eco]

I always remember them as the ads with John Hodgman.

[mackal]

They hired a political strategist for these anti-Google campaign. No wonder they are so gross.

[gkoberger]

Unfortunately, they're working: Microsoft wouldn't still be doing these after 2 years if they weren't.

EDIT: More info on the effectiveness of the ads (tl;dr: yes, they're changing perception) http://adage.com/article/digital/microsoft-s-google-bashing-...

[epistasis]

Not sure if you're being sarcastic or not... Microsoft will stick to a plan for years, even when it's not working.

[Pxtl]

Yep. You can Bing search numerous examples.

[javert]

The justice system showed Microsoft that the world no longer works on the basis of fairness. It's exactly as if Ford were a monopoly for not making their steering wheels removable from their cars.

Having been given a massive finger by "the people," Microsoft turned into a cynical company that no longer tries to play fair or to play with dignity.