Microsoft “Lauren”

Microsoft ramps up its attack on Apple with a new Windows spot from Crispin Porter + Bogusky that hits the Macintosh at its most vulnerable point: pricing. We watch Lauren — a “laptop hunter,” as the latest leg of the overarching “Life without walls” campaign is called — shopping for a computer that gives her ample screen size for $1,000 or less. At the Apple Store, however, she would have to double her budget to get what she wants. “I guess I’m not cool enough to be a Mac person,” she quips. Lauren ultimately settles for an HP Pavilion. The ad is fairly effective at making Apple users or prospective Mac purchasers appear silly for overpaying for what seems like a lesser machine. Even better, the spot makes its case for a PC in the most natural and believable way: by letting real consumers play out the options for themselves and inviting viewers along for the ride. In these cost-conscious times, this is Microsoft’s most powerful punch yet. –Eleftheria Parpis