AppleInsider Staff
Apple's wildly popular MacBook Air remains in Microsoft's crosshairs as the Windows maker seeks to break Apple's stranglehold on the premium laptop market, this time compared to Lenovo's Yoga 3 convertible PC in Microsoft's latest television advertisement.
Both devices start the ad — dubbed "Let's Dance — in the standard laptop form factor, before being turned to profile and the Yoga 3's 4-millimeter thickness advantage called out. The Yoga 3 is then shown in a series of different physical configurations, which the MacBook Air "struggles" to match via animation.
The MacBook Air tremors when attempting to stretch to match the Yoga 3's tablet mode, for instance, before plopping down on the edge of the keyboard and display as it fails to replicate the Yoga 3's "tent" configuration. Back in laptop mode, the MacBook Air's lack of a touchscreen is then called out, with a disembodied arm poking the ultraportable Mac hard enough that it rocks backward on its feet.
The MacBook Air then closes its own lid, seemingly in shame, as the words "game over" appear on screen.
It is worth noting that the spot features OS X Mavericks, despite airing weeks after the release of OS X Yosemite, Mavericks's successor.
The new spot is similar in composition to a series of previous ads that compared the MacBook Air to Microsoft's own Surface 3. Those ads focused primarily on functionality, though they also included jabs at the MacBook Air's perceived lack of physical flexibility.
Charles Martin
Marko Zivkovic
Wesley Hilliard
Andrew Orr
Malcolm Owen
David Schloss
92 Comments
LMAO! Welcome to 2010 MSFT.
the surface is several hundred $ more expensive! than the $799 mac book air Sounds like MS is behaving like the 1990's apple to me
They should start an ad campaign with Jon Hodgman and Justin Long but this time do 'I'm a PC, I'm a Mac' and see how that works out for them.
Times have changed, never thought I'd see Apple being portrayed as the top dog by others in ads. The funny thing is the Mac is no where near top dog in the (shrinking) PC market, and iOS is most likely not the top selling phone OS. I believe it is in the tablet world. When the I'm a Mac commercials aired Apple was the underdog.
This is all a little surreal! has anyone turned one of these tablets into a hack-intosh yet?
Microsoft continuing it's ad assault... [IMG]http://forums.appleinsider.com/content/type/61/id/51891/width/500/height/1000[/IMG]
Why are they targeting the MacBook air? Is it really their biggest problem right now?