If you read this blog, you know how it tickles me when consumer brands go negative. http://www.youtube.com/watch?feature=player_embedded&v=86JMcy5OqZA
Microsoft if you recall is also up with an ad against Google, seems like they've decided the best strategy is if you can't say something nice about your product, just go negative against the other guy. I was less than enthused about their attack on Google. This one play better. It's what I would call a cute ad, generally enjoyable, but not breathtaking. It's the kind of ad that's amusing, but does it actually sell products?
In addition, Apple bashing has become so de rigueur, that the ad feels a little too trite or hackneyed.
Along the same lines is this ad for a Windows 8 phone:
I think they do a good job trying to tap into the meme that Apple and Samung are slugging it out, but I'm not sure their conclusion is effective. Thought in this ad, like the previous one I don't know if I can put my finger on exactly why not.
At the end of the day, I guess neither ad creates a hole in my knowledge to fill. They're amusing, but don't necessarily get me interested in the product they're trying to sell. Maybe it's they lack credibility -- Windows and Mircosoft is just a known entity that it's hard to re-create your image, when it's crafted in cement. In other words, it's not just my opinion of Apple (or Samsung or google) you have to change, but it's my opinion of Microsoft you have to change as well. And maybe not as well, maybe you have to change what I think of Microsoft (and windows) before they can go negative and change my opinion of other brands in the market place.
One of the greatest threats in a multi-party campaign is that the two front runners beat each other up so much, it leaves an opening for the underdog to sneak through. It seems that Microsoft (playing the part of the 800 lb underdog) is trying to do just that, I'm just not sure these ads are the best way to accomplish that goal.