"Life conspires to beat the rebel out of you," says Bogusky, with partners, from left, Jeff Steinhour, Chuck Porter, and Jeff Hicks | photograph by Peter Yang
Alex Bogusky built the country's slickest ad shop using Apple products. His next challenge: Persuade people like him to buy Microsoft's stuff.
"To try to be cool is to not be cool," says Andrew Keller, left, with Rob Reilly, Crispin's co-executive creative directors | photographs by Peter Yang
Crispin has been restricted from revealing Microsoft's strategy or creative ideas for the campaign, which is slated to break in July (and they're even being cagey about that date). Whatever is done, though, will clearly involve an attempt at a major personality overhaul. "It's kind of like 3M," says Bogusky, who calls Microsoft "smart as fuck." 3M is "a very cool company, but I don't think if you see a roll of Scotch tape, anyone's going, 'I've gotta party with these people.' " Bogusky explains that with previous clients, instead of hiding qualities that may seem negative -- such as Mini's tiny proportions or Burger King's fat content -- Crispin exploits them. "It's part of your job as a marketer to find the truths in a company, and you let them shine through in whatever weird way it might be," he says.
Naturally, that risks pissing someone off. "I think really good brands have to have something of a thick skin these days," Bogusky says. Last year for Coke Zero, the Crispin team designed a campaign in which one division of Coke sues another for "taste infringement." Bogusky says Coca-Cola's ability to be self-effacing was a disarming way to make the brand likable. "I think it works so well for Coke because it's the most corporate of corporate," he says. "It wouldn't work for Jones Soda." Then, once Crispin finds a through line that works, adds Bogusky's disciple Keller, "we pour gas on it."
For Microsoft, some of those combustibles may lie in the edgier parts of its empire -- Xbox, Zune, Halo, even the company's stake in Facebook. Bogusky hopes Microsoft will give his team the same kind of access Apple has granted Chiat\Day. "A big part of positioning those products is being there in those early stages, knowing what the engineers think the story is, so the story doesn't get lost," he says, noting how deep inside his agency has gotten with partners like Burger King. "Apple is probably sharing stuff that maybe it's afraid to share, but that allows the agency to get in at a level where it can produce work like that."
Not everyone is convinced that Microsoft's problem is simply about ad messaging. "Microsoft seems like a company whose executive staff is isolated and unable to move and take corrective action," says tech analyst Enderle, explaining the obstacles for Crispin. "I worry more on the client side than the agency side." And while other PC makers like HP have been able to gin up new zeitgeisty appeal -- using, for instance, Gwen Stefani and Jay-Z -- Gartner's Frank isn't so quick to assume that hiring Crispin means Microsoft is ready to really let its hair down. "I suspect what Microsoft would most like to instill in people's minds is they are innovators and leaders, and that's what they think of as being cool," he says.
Historically, that may have been good enough, given that for 30 years most of Microsoft's customers have been enterprise geeks, not film students and graphic designers. But Microsoft's increasing desire to be all things to all people -- tech titan, advertising company, music hawker, video-game platform -- means it may have to do more than just make consumers aware that it is the massive force behind so much of their lives. It may need to make people willing, even eager, to cede that much control to a single company. If Crispin can pull off that stunt, it will be not only the Steve Jobs of advertising but also its Evel Knievel.
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Recent Comments | 37 Total
May 19, 2008 at 3:16pm by GL Hoffman
May 19, 2008 at 3:17pm by GL Hoffman
hmmm sorry...here are five ideas for Alex on working with Microsoft to counter Apple. http://blogs.jobdig.com/wwds
May 20, 2008 at 11:47pm by Sean Ammirati
Here are my comments on the post - http://profitablesignals.com/blog/?p=162
May 21, 2008 at 7:41am by Richard Frisch
It is probably too late for Microsoft to regain its preeminence in the consumer marketplace. They are like Oldsmobile, a has-been, still in the public consciousness but not relevant.
They are unlikely to change consumer opinion about their computer software because consumers already have strong, negative opinions about their operating systems and corporate practices.
In the marketplace, they are being squeezed by Linux-based UMPCs at the bottom, Apple at the top, and Google and other service-based providers in the middle.
They are IBM circa 1987 redux. They need to reinvent themselves and exit the markets that cannot win in before they irreparably sully Microsoft's reputation in the business marketplace
May 21, 2008 at 12:59pm by gregory lent
like the older guy buying a new red sports car, secretly hoping it will make him sexy again ... i don't think so
and cp+b must not have had anything else going on, or simply sold out for the big bucks
May 22, 2008 at 11:42am by Brad Draper
A sad fact is that Alex is tossing out his new Macbook air and several of his other Macintosh computer systems in their office so they can immerse themselves in the product of their new client. This is a monumental mistake for his company. If I was an art director at his firm forced to use a windows based PC to do creative work I would request to be assigned to another account or quit.
His agencies productivity will drop considerably and he will have to hire an army of IT support technicians. There is more than one whitepaper written that support this point. There he goes flushing at least one third of his multi million dollar contract down the toilet.
They mention they might come out with one of Microsoft’s popular products like x-box. I find it quite ironic that the Flagship game, Halo, was the brian child of Jason Jones at Bungie software. Bungie was a Macintosh only developer until Microsoft bought them out.
The historical image problem with Microsoft has always come down from the top. Its leaders have never had an air of innovation, but only of domination. They have not cared about their user nor their productivity. They have only cared about market share.
I think his only strategy is to see if he can pull off a self-effacing campaign. Have Microsoft make fun of itself. It may not make the products more reliable, but then people might not hate the company that sold it to them so much. Good luck Alex.
More at my blog
May 22, 2008 at 1:37pm by tina krumdick
Where are the women?
May 23, 2008 at 2:24pm by Joel Shoop
This will be a true test of how powerful branding can be. A lot of people praise Apple for their branding efforts, over the past decade especially, but the performance of their actual products has gone a long way to reinforce that quality brand. Maybe CP+B can convince Microsoft to change the way they do business and make products so that they can back up their new brand message - whatever it may be.
Kudos to CP+B for taking on such a challenging task (assuming they haven't just sold out), but until their client acknowledges the fact that it's not 1996 anymore and that they need to act accordingly, they won't make much headway.
May 24, 2008 at 9:48am by James Wondrack
To answer the cover, in a word, no.
CPB awareness/perception campaigns for a company like Microsoft will not change who they are or how they behave - let alone produce 1st rate products that earns trust, relevance or any other label they seek.
Apple, et al, do it, and you can't fake that - which is what an agency can do for you - at best - fake it in the minds of the consumer. An ad agency can't change your culture, your beliefs, or leadership's MO. That's who and what is responsible for producing and launching such divisive products like Vista, among others, that frustrate and alienate customers that have a choice in their software purchase.
May 24, 2008 at 10:58am by Jo Nelgadde
tina - I echo that comment!
May 26, 2008 at 6:29am by Larry Levine
Once again Microsoft has missed the point! It's not about being cool! And hiring a guy who looks like Steve Jobs is not going to solve your problems either. From a marketing perspective, Apple makes their products seems fun - not necessarily cool. But coolness is in the eye of the beholder. I would argue that for Apple the sale has always been about desire not cool and before that the product has always been about ease of use and features. Until Microsoft gets their products to 'just work' and can invoke desire then no bit of faux coolness in the world will matter.
May 27, 2008 at 7:42pm by Joe Murray
I never wanted to join an agency doing work for Microsoft. But I do like the idea of working on a challenge of this size. I agree with most of the postings above - it will take more than messaging to turn this beast around. Maybe, and just maybe a WOM campaign could help.
As a Mac-based ad shop, we constantly battle the PC platforms with our clients who are 99% PC-based. "Don't forget to put a file extension on your docs."
Joe
May 27, 2008 at 10:38pm by ethan whitehill
I think MS needs to accept and embrace the nerdy truth of its position opposite Apple's.
Reminds me of my favorite line in the movie Unbreakable. Samuel Jackson, the villain, says to the Bruce Willis, the hero: “However unreal it may seem, we are connected, you and I. We're on the same curve, just on opposite ends... Now that we know who you are...I know who I am.”
Every brand needs a nemesis--Coke has its Pepsi, Apple has its Microsoft. I think Microsoft should work to define its end of the curve so the difference is crystal clear. If Apple’s mojo comes from creativity, simplicity and individuality, then Microsoft should own predictability, complexity and collectivism. Hmmmm, let’s see. What emerging economic powerhouse fits that profile? I’d say 100 million middle-class Chinese is a pretty good start for a target market. Not to mention that 85 percent of people in the world have “compliant” or “steady” personalities according to personality profiling wonks.
May 28, 2008 at 1:08pm by Charlie Grant
I love how agency poseurs like this get lauded for their incredible "out of the box" creativity - with Burger King as the example. Jack in the Box takes their long-time logo character...makes it into a plastic, fused expression mask/helmet worn by a real guy...and discovers the funny weirdness of injecting this "person" into the real world. Is it just me, or is that essentially what the Burger "King" is? Logo character realized as a plastic masked dude let loose on regular situations?
Boy, I can hardly wait for what this inventive well-spring of talent has in store for Microsoft. Maybe they'll have the Apple user represented by an I-Pod addicted, affected slacker trading quips a hip polished PC businessman. Bogusky - you've done it again!
May 29, 2008 at 12:10am by Zach Origitano
I feel like there has been so much build up for the launch of this campaign for CP+B that if they don't knock it out of the part on the very first break out work, everyone will be disappointed. I hope MS sticks it out like BK and VW and let CP+B get into a groove and start produce great, powerful work.
May 29, 2008 at 11:21am by mark olson
Microsoft needs a thorough house cleaning from top to bottom. Let Bill retire, send Ballmer packing, sack the chief marketing team of Mathews and Delman. They’ve wasted more dollars on ineffective ad campaigns than any duo in ad history. Give David Webster, Microsoft’s internal brand lead free reign on how to establish an emotional connection with prospects and customers. Eliminate value-less layers of corporate process and protocol. Let him partner with Bogusky’s team to create an ongoing dialogue with prospects and customers. Don’t try to be cool. Microsoft isn’t cool. Never will be. Don’t tell people you’re smart. That’s arrogant - and stupid. Find a way to let people feel (not think) that Microsoft actually cares about its customers. That's the problem to be solved. A tall order for an ad agency. Good luck CP&B. You're going to need it.
May 29, 2008 at 2:41pm by Devlin Dunsmore
Here's an interesting campaign.
http://upload.wikimedia.org/wikipedia/en/a/a8/Windows_XP_BSOD.png
vs
http://www.osxbook.com/book/bonus/chapter5/panic/images/panic_3.jpg
What matters more, having a platform that is accepted everywhere or having a prettier screen of death?
BTW I hate Vista and I really should have spent the extra cash and got a Mac.
June 1, 2008 at 12:23pm by jose caballer
Regarding the current article on Alex Bogusky and Microsoft:
Not even "Jesus" (Mr. Bogusky) can can help Microsoft be "cooler" without drastically helping them improve and innovate with their products. Apple is succeeding not because Chiat Day is doing a great job. Jobs (as in Steve)is making the company cool because it is creating innovative products. Unless Alex and Crispin Porter + Bogusky can make Steve Balmer's "Going Crazy Dance" (http://www.youtube.com/watch?v=wvsboPUjrGc) the next big craze with the kids, Microsoft will retain it's current perception. Crispin is still an Ad Agency, no matter how cool they are unless they have a direct impact on Microsoft's products and culture they will barely move the needle.
June 13, 2008 at 2:56pm by Fred Parks
I think that Apple's ads succeeded because
1) The commercials made them look cool
2) The products actually are cool
What is this ad agency supposed to do with Microsoft? Apple is easy... glorify the products and features that make the computers so great. What does Microsoft have? Exactly what the Apple commercials point out: spread sheets and documents and such. Their "creative" (if you even want to call it that) software like Movie Maker and stuff (do they even have anything creative besides movie maker?... oh yeah Paint hahaha) is HORRIBLE.
I am interested to see what the Microsoft ads will actually be like. I would think it is going to be extremely difficult to make an interesting ad out of boring products.
June 14, 2008 at 11:26pm by Alex Denholm
Fred is absolutely right in his assessment that part of Apple's success is that it leveraged the "cool" factor of its products in its branding communications. However, CP+B's task is far from creating a cooler campaign than Apple's. It's not about being hip for Microsoft. It is a different kind of business model that targets a different consumer than Apple: the everyday business man. And with Microsoft's current equity of being a software biz genius (there's a reason Apple users still use Microsoft Word, Excel, Powerpoint, etc.) - don't be surprised to see a new kind of advertising campaign that has the ability to transcend "cool" into the realm of "cannot live without".
June 16, 2008 at 3:35pm by Mark Van Patten
Jesus just needs to tell people "the web works on a PC" because it sure doesn't on a Mac, no matter which browser is being used.
July 23, 2008 at 10:25pm by rodney Winkler
"Andrew Frank credits Apple -- whose annual media spend is less than half of Microsoft's nearly $1 billion budget -- with single-handedly rebranding Microsoft "as a kind of self-conscious and self-absorbed nerd that is out of touch with the normal lives and needs of its users."
Truly though, Microsoft has done this on their own. Consider the Vista catastrophe. What Apple ads say is factual about people scampering to get a copy of XP for their new PC in many cases and, also the fact that sales have greatly increased for Apple for what is most likely that reason. I too have been touched by MS as I have a PC and now a mac laptop that I have owned for a year. I purchased the new Office 2008 for Mac. The data analysis excel tools are not available - none of the add on tools are available for excel as they, MS decided to not develop the program completely for the user and leave out several features. Consider that users expect the product to be what it is no matter what platform it is running on. I understand that they stated that it will be in the next version $$$. There are MANY examples of this. Microsoft is insensitive. I also remember them so me years back buying up many of the software development companies that were working on developing software for the threatening new platform from IBM,Motorola and Apple. What was it? Power PC. Healthy competition is a good thing. Apple has a lot of issues but Microsoft needs to realize that facts. There was 5 years of development for Vista and then One year of developer work before release as advertised. Then it was realeased. Over two years later many problems remain unanswered and we hear of a new OS in the works. Companies cannot take the chance and run on buggy software with expensive enterprise solutions and huge maintenance costs including enterprise support with no answers. It was stated above that if Oracle had someone say things about them there would be a body well, If what is said is true then why shoot - fix it. The Apple smeer campaign is a dangerous proposition for a company that has little to stand on right now. It is obvious that Microsoft is scrambling but they need to stand up and address their issues - if they can.
September 23, 2008 at 2:49am by Gene Lu
Looks like even 'Jesus' can't solve Microsoft's problems.
November 2, 2008 at 2:42am by Gary Gobliss
Until Microsoft gets their act together and starts making a better product...all the advertising in the world will not be able to change the dropping public opinion of them.
Advertising in general has hard times ahead. We've got Tivo to skip through the TV ads. Newspapers are disappearing. Generation Y is glued to the Internet and their mobile phones.
So in this type of environment what is Crispin going to do?
The first Microsoft ad with Seinfeld was a bust. And only further cemented in the "Nerdy" side of Microsoft.
Microsoft has to reinvent themselves and their products.
Advertising doesn't do this. Only public relations, the media, and the product can do this.
November 18, 2008 at 11:18pm by Thomas Loughran
Interesting article. As I have been using both Mac and PC for the last 20 years, I can tell you that both have their strengths and weaknesses. From the commentary its obvious that many here are hard core Mac fanatics or "techno-bigots."
My first computer was a Mac and has been a staple for my Photoshop and other design work for almost a decade. Would it ever replace my PC and the 1,000 other tasks I use my PC for? Never. Would I ever even try to create a Mac based server set-up to handle the terrabytes of files that we store and reference. Uh...no.
Microsoft needs to focus on marketing its strengths and not worry about getting into a childish pissing match with Apple which to me was the biggest mistake they ever made.
In 5-8 more years you won't be able to tell the difference between an Apple and a Microsoft operating system anyways. Note that the Macs will run windows but PCs don't run Leopard. Hmmmmm.
In the end. They are just tools folks. I love Mac. I love PC. When you work on painting a masterpiece, you use whatever tools suit the job best.
And as a good friend of mine who IS a complete die-hard Mac fanatic and practically won't be seen in public with me because I also use a pc (joke) once said: "To me it is very simple. Mac = Think different. PC = What productivity means today."
Note to Microsoft: Save $500,000,000 of marketing money by NOT getting into some advertising dispute with Apple (sooooooo unnecessary) and invest it in the product development department.
November 19, 2008 at 8:46pm by steve borza
As an apple owner and user, i can comment on the reality of the platform.
Safari has issues playing imbedded video, the iLife/iWork are buggier than horse dung! i had to watch my child cry as they witnessed their 1/2 hour of typing crash (and burn) with no chance of recovery (Word hasn't done that since 1998!). i put on office and haven't opened iWork since!
So, i laugh at the adds, as they are the pot calling the kettle black! oh, wait a minute, Jobs wears black! Are they really about Apple dissing Apple?
The hardware and form factor is top end and makes the company. It is what sells, but time to step up on software, or Google will eat you alive.
November 20, 2008 at 11:45pm by Benjamin Wojcikiewicz
I'm interested in seeing how it all worked out with his agency working on PC based products. You have to live what you preach. I have worked on both Mac and PC in the creative realms and am interested, more, on his team's transition. How did they feel? What do they dig? That is more valuable than an I'm a Mac or I'm a PC commercial...get in the trenches.
December 7, 2008 at 3:32pm by Chris Vulpi
Let's take a minute to recall why people love Mac.
I would be willing to bet a Euro on the following theory:
- They look good. "Original" sleek design (learned it from Braun designers, actually)
- They are exciting, which also makes them cool, simultaneously
- They behave like innovators and originators (even though they use intel and hype parts that are sold overpriced and found elsewhere)
- They are very smartly human-strategic. You always buy the "newest" model, after saving and saving, and then they release the "new" model that's 2x as fast and the same price as the one you just bought. Limited models of each product are on offer, like classes of buyers; low income, medium, rich and corporate.
-They redefined the benchmark for mobile music, video and phone markets (qulity and innovation)
-They sell online very effectively and with great consequence about what you can have from them
- Steve could change the black Urban Outfitters 1/2 neck shirt, but he wont. Ah ha. Persistence of philosophy, style and vision.
- Even though they blow up and malfunction, they seem to remain untouchable and are twice forgiven despite no apologies or special thanks to their trusting market.
I could go on, but it scares me how much I think I know about Apple...
Good luck to Bogusky & his team!
locomotion.de
August 26, 2009 at 5:17pm by Sophie Densbrook
I don't believe that they can beat Apple, they're not only going for different markets but they should stick to what they know. Basically they are taking OSX and adding 1000s more (easily exploitable) security flaws then increasing the price while decreasing performance.
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September 4, 2009 at 3:09pm by T Sweets
Microsoft is a pain! Especially windows vista. I'm not a computer geek, so for me this is a problem.
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September 7, 2009 at 6:35am by Pankaj Gupta
oh well not possible and it would take ages to do that.
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September 25, 2009 at 11:01pm by monica fallia
i think he can do a lot of stuff. He is talented.
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October 1, 2009 at 4:21am by Lida Lida
Bogusky is famous for pushing clients to the edge. His TV work for Volkswagen included a close-up of a horrific, fatal-seeming car crash; for Orville Redenbacher, he called the deceased popcorn pitchman back from the dead; for Virgin Atlantic's business travelers, Bogusky offered up mock porn on a hotel TV network.Lida
"What Crispin has been able to do consistently is not just produce breakthrough work, but actually create new audiences for brands," says Mary Warlick, who runs the One Club, which awards creative excellence in advertising.
Thanks anyway...
October 13, 2009 at 12:38pm by Michael Jameiosn
No WAY is microsoft going to beat apple.
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October 16, 2009 at 5:55am by nike air
i think he can do a lot of stuff uggs. He is talented.
October 18, 2009 at 1:04am by monica fallia
he is an accomplished businessman i don't understand why he could not beat them!
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