Comparing to other markets or other companies' campaigns does not work well.
Remember the reason that MOST people stay with Windows: "just because."
They do it because they did it last time, or because most people they know did it, or because they think it's "just what you do." They are NOT tech savvy enough to be basing their choices on the REAL reasons for and against Windows.
It is ignorance.
It doesn't always matter what Apple SAYS Macs can do--MANY people will be VERY certain there is some vague reason why ONLY WINDOWS is worth considering.
They know people say Macs are easier, and do this and that. But they also "know" that there is some reason only Windows is acceptable. They don't even have to know what that reason is. (Some have vague ideas about Macs costing more for the same specs and bundle--though they don't actually check for themselves.)
THIS audience, NOT the tech-savvy ones (who are a smaller group and often already know what they like) is the group that marketing is being directed towards.
In other words, not toward us! People who are tech-savvy enough to join an OS-specific forum are not the masses that Apple is aiming TV ads and employee T-shirts at.
For THOSE people, saying that Macs do home movies (or whatever) easier and better is fine, but only if you can get them interested enough to sit down in an Apple store (or online) and really learn more. Which many people will not take the time to do. MANY people will see Apple talk about iLife and just think, "well, Vista does movies better too. I betcha."
And when non-techie Windows users think about "better," they are ASSUMING that computers cause problems and take a fight and don't understand how humans think and create. They are not thinking "better" like Apple thinks--unless they have sat down and spent time with Macs. They experience all the problems of Windows but don't they do not see any alternative! They assume that Macs share the same problems!
And they certainly assume that Vista is better in all ways than XP, which was already "better than Macs" for reasons they don't know, but are certain exist.
So, considering these non-tech-savvy masses, breaking the assumption that "Windows is all you should think about" is vital.
Apple can talk about Mac pluses until it is blue in the face, but there MUST, ALSO be a component where they point out the things that are wrong with Windows.
And in the case of Vista, Apple can do so before people buy it. People already know what's wrong with XP, but not what's wrong with Vista. Apple would be very stupid not to educate them on this.
And yes, they must do it in the right way. So far, they have done it with humor, which I think is a good approach. But I'm not the ones the ads are meant for
As for the marketing rule that small companies should never challenge big ones... that's backwards. The rule is that big companies' marketing should never mention smaller competitors--because it gives those smaller companies name recognition and legitimizes them.
Thus, Windows ads should NEVER attack Mac OS X.
But Mac ads SHOULD attack Windows. Point out the flaws and not be ashamed of it. Be confident. And, hopefully, do so with humor rather than "petty name-calling." Luckily, Apple seems to grasp that pretty well.
And those who think all attacks on Windows equal attacks on Windows users are, again, not likely to be the masses Apple is aiming these ads at. Most people don't have egos bound up with OSes. They buy Windows "just because."
