You know a commercial is working when the competition starts complaining about them. According to Microsoft COO Kevin Turner, that’s exactly what’s happening with the company’s current “Laptop Hunter” spots.
The premise is that, with cameras rolling, a consumer is given a set amount of money to go buy a new laptop. The unscripted spots show the consumer coming out of an Apple Store disappointed, then finding what they want and buying it at another retailer – a PC with Microsoft Windows.
“And you know why I know they’re working? Because two weeks ago we got a call from the Apple legal department saying, hey – this is a true story – saying, ‘Hey, you need to stop running those ads, we lowered our prices.’ They took like $100 off or something. It was the greatest single phone call in the history that I’ve ever taken in business,” Turner told a Microsoft partner conference in New Orleans.
Here’s one of the “Laptop Hunter” spots: