Microsoft Back on the Offensive with Surface Book Ads Targeting Apple

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Microsoft is taking off the gloves yet again. Recently, the computing giant has gone on the offensive with a commercial campaign touting the advantages of its darling Surface Book compared to Apple’s iPad.

In the campaign’s main 30-second spot, professional animal photographer Tim Flach is shown drawing and editing photos on a Surface Book while explaining how much better the tablet’s design is for him. Namely, he focuses on the Surface Book’s high-resolution screen and the level of detail it affords, along with the utility and precision of the Surface Pen — you know, the one with an eraser.

Late last year, Microsoft’s Surface Book was released to solid reviews from press and a steady stream of sales stemming from its premium, attractive build quality — even if glitches continue to malign the Windows 10 device even today. Still, a devoted and loyal following is slowly being cultivated and Microsoft’s overall efforts are continuing to pay off.

But, while the Surface Book has succeeded in wooing those in technology and journalism, there are still many in the consumer segment whose attention Microsoft wants. An ad campaign directly focusing on some of the Surface Book’s more vibrant and easily recognizable features just might do the trick, even if in the past this particular strategy didn’t necessarily convert into increased sales.

With the Surface Book finally enjoying a modicum of success and adoration, though, Microsoft no doubt feels emboldened by a slightly more favorable landscape.

Previously, Microsoft attempted to dethrone the iPad in 2013 with a series of ads attacking the iPad and then turning its sights on the MacBook Air in 2014, both of which echoed previous attempts to outrun the ghosts of Apple’s legendary “Get a Mac” campaign. Unfortunately, not even the cleverest ads could distract from the debacle that was Windows 8, 8.1, and RT, so these weren’t particularly effective outside of making people talk.

For Microsoft, it’s as good a time as ever. As the old adage says, “Any publicity is good publicity.” Considering Apple’s dominating market share, Microsoft will need all the publicity they can get to get their Surface Book where they want it.

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