Apple, autrefois laissé pour compte, en quasi faillite, est devenu la marque de l’élite intellectuelle et stylée avec 14% du marché US. Aujourd’hui Microsoft tente de renverser cette tendance.
Apple est devenu l’outil de l’avant-garde qui crée et ce depuis la pub mythique de Ridley Scott ‘1984′ pour le lancement du Macintosh et de sa rebelle lançeuse de marteau.
Les utilisateurs de Mac devenaient des espèces de créateurs indie.
Les PCs sont alors facilement devenus les ordinateurs de papa. Tout, du design du Mac, à son emballage, aux vendeurs était frais, non-conformiste.
La toute nouvelle pub de Microsoft attaque cette hégémonie présumée. En attaquant bille en tête les spots Apple, Microsoft frappe fort contre les assertions moqueuses contre les PCs. Grâce àt un vaste panel d’individus, de célébrités (Tony Parker et Eva Longoria, Deepak Chopra), à des inconnus mais originaux (un astronaute noir, un auteur de graffitis, un activiste pro-animaux), le spot montre que les utilisateurs de PCs ont envie de dire: nous aussi on est cool.
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