I'm Paulina and I'm a PC

Kylie is a 4-and-a-half-year-old PC. This ad is part of the “I’m a PC” campaign that Microsoft has launched to counter-act the PC vs. Mac commercials where Mac shines in comparison to the PC.
The ad shows how easy a PC is to use… it’s so easy, an almost 5-year-old can do it! It does a good job catching attention with a beyond-adorable child that wants to communicate something important to her family. Ease is the only product benefit that the commercial focuses on. The consumer benefit can be interpreted by the viewer: with an easy-to-use PC, the consumer has more time to spend doing other things like spending time with the family, the consumer can create projects faster, or the consumer can just navigate through the technology faster. Although the product benefit focuses on one aspect of the computer, the consumer benefit can be adapted to numerous people, widening the target demographic.
The target demographic for this ad is anyone and everyone that has even thought about buying a computer. When something is marketed as “easy,” especially so easy that a four-and-a-half-year-old could do it, it’s meant for everyone. If a child so young can do it, a baby boomer who has only ever seen a computer can do it.
The PC tone is a welcoming one. Its campaign says that anyone can use a PC and invites everyone to do so. This works off of the HP campaign that asks “What Do You Have to Say?” In that campaign, HP used celebrities to show the variety of ways the HP could be used. Here, the PC offers various characters to show diversity, allowing it to fit into various lifestyles.
However, although this commercial offers more personality to Microsoft, it seems as though this campaign was launched to counter-act Mac’s campaign. In a way, it’s trying to save face and rebuild the brand. Although the company should be supporting its latest pushes into the future, taking a step back and trying to reaffirm itself in the market is probably a good idea for the time being.

Paulina Swiatkowski