I'm a PC

I'm.a.PC.stereotype

I'm a PC shark

I'm a PC is a marketing campaign initiated by Microsoft in 2008 as a direct response to the Get a Mac advertisements by Apple Inc. The campaign was part of Microsoft's efforts to revitalize the Windows brand following the mixed reception of Windows Vista. It aimed to depict Windows users around the world as diverse and creative individuals, challenging the stereotype that PC users were less innovative than Mac users. The phrase "I'm a PC" was used to signify both the personal computer and the personal characteristics of its users, emphasizing that PCs could be as varied and unique as the people who use them.

Background

The Get a Mac campaign by Apple featured commercials that personified the Mac and PC, with the Mac portrayed as a young, cool, and capable individual while the PC was depicted as older, stuffier, and prone to problems, particularly those associated with Windows Vista. In response, Microsoft launched the "I'm a PC" campaign to showcase the versatility and reliability of PCs and Windows Vista, and later, Windows 7.

Campaign Overview

The "I'm a PC" campaign included television commercials, print ads, and digital content. One of the most notable aspects of the campaign was its kickoff ad, which featured a Microsoft employee who resembled the PC character from the Apple ads, declaring, "Hello, I'm a PC, and I've been made into a stereotype." The ad then showcased a diverse range of people from various professions and locations around the world, all proudly stating, "I'm a PC." This approach highlighted the global and diverse user base of Windows, from scientists and teachers to artists and musicians.

Impact

The "I'm a PC" campaign was generally well-received and helped improve the public perception of Windows as a versatile platform for creativity and productivity. It played a significant role in the successful launch and adoption of Windows 7, which addressed many of the criticisms faced by Vista and was praised for its improved performance, user interface, and reliability.

Legacy

The "I'm a PC" campaign is remembered as a significant moment in the advertising wars between Microsoft and Apple. It demonstrated the effectiveness of a well-crafted response campaign in changing public perception and highlighted the importance of inclusivity and diversity in technology marketing. The campaign's message that technology is a personal choice and an extension of the individual's identity continues to influence tech marketing strategies.