Brand Bashing: Microsoft’s New Surface Pro 3 Ads

Microsoft just launched its three new Surface Pro 3 television comparing their tablet to Apple’s Macbook Air.

The ads emphasizes the product’s multitasking capabilities and expandable hardware while knocking the Macbook Air for lacking the same functionality. Each ad ends with the tagline, “The tablet that can replace your laptop.”

“Crowded” focuses on the equal processing power of the Surface Pro 3, along with its touchscreen and stylus features. The narrator using a Macbook Air pulls out his iPad and a notebook pad and pen to reach the same capabilities as the Surface Pro. He states, “Wow, I’ve got a lot of stuff to carry,” to which the Surface Pro user replies, “You are more powerful than you think,” parodying Apple’s new iPhone 5s campaign tagline.

“Head to Head” is a direct comparison of the two products, sans narrators. The ad centers, again, on the touchscreen, stylus, and expandable hardware of the Surface Pro 3. It also parallels each product’s 128GB of storage and 4GB of RAM, trying to show how the Surface Pro 3 can compete in the memory storage arena.

“Power” shows some other capabilities besides those touted in the previous two ads. The Surface Pro 3 user claims he can run full Adobe Photoshop software and that the tablet is just as fast as the Macbook Air. When the laptop user says, “Well, I bet you can’t plug anything into it,” the tablet user shows the product’s USB and mini display ports. Finally, the tablet user displays the Surface Pro’s kickstand, which, unlike the detachable keyboard, is a built-in piece of hardware on the back of the tablet.

Microsoft announced the arrival of the Surface Pro 3 in May this year. The company also began a program in which it would give Macbook users who traded in their Macbook Airs at a Microsoft retail store $650 in store credit towards the new Surface Pro. This isn’t the first time that Microsoft has released ads making fun of Apple products, and it probably won’t be the last.


(Source: Mac Rumors)

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