I think these two adverts speak volumes about the companies behind them.
Microsoft’s ad lets us know they’re not even remotely afraid to acknowledge competition: Windows Phone’s two biggest rivals are mentioned by name: “Galaxy” and “iPhone”.
It feels to me as if this advert is far too focused on bringing up competition. There’s no mention of any Windows Phone features which might be a reason to switch: the only reason given is the dogmatic and weak motto “Don’t fight. Switch” — which doesn’t even make sense.
50 seconds into Microsoft’s advert shows a man with a large Apple logo tattooed on his chest. This logo is (amusingly) pictured larger than any other logo in the ad, including the Windows Phone logo.
Don’t get me wrong — I don’t think bringing up competition is always a mistake: Apple has done similar things in the past, with the “Get a Mac” campaign back in 2006. However, these adverts were always carefully written to show the advantage of a Mac in different situations. Further, actors were used to represent the two camps, as opposed to Microsoft’s approach: using real iPhone and Android handsets in their own marketing materials. (And big Apple logos.)
If your biggest competitor’s logo appears larger than your own in an advert commissioned by you, that’s a pretty good sign that something is wrong.
Apple, with its advert, is focusing on how the iPhone fits into people’s lives. Their ad is exactly 60 seconds long — not a word from a commentator (about the iPhone) is spoken until 54 seconds in. Even then, it’s one simple and true statement: “Every day, more photos are taken with the iPhone than any other camera.”
The iPhone is being shown fitting into lives, being used by real people. Real people who don’t fight about the device they’re using; real people who care more about what they’re doing than the device they’re using to do it.