Microsoft: Power

Published On
Aug 13, 2014

Editor's Pick

Microsoft continues to apply a famous Apple ad tactic against its rival in new spots promoting its Surface Pro 3 convertible laptop tablet, in new spots created out of dedicated shop M: United. Earlier, the brand and agency released this ad showing off its personal assistant app Cortana, which made Siri look like an incompetent tool -- just as John Hodgman did playing the PC alongside Justin Long's Mac in Apple's celebrated "Mac vs. PC" campaign.

In this spot and two more, Microsoft portrays its Surface Pro 3 in a similar, heroic light compared to the MacBook Air. For example, the Surface user has a touchscreen, and the Air user does too -- on his iPad.