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This day in Engadget: Microsoft unleashes a laptop hunter
Welcome to 'This day in Engadget', where we crack open the archives and take a whimsical look back at the memories and moments of our storied past. Please join us on this trip down random access memory lane. On March 27th, 2009, Microsoft outed the first of a new series of ads called the "Laptop Hunters," starting off its campaign with Lauren, who wanted a powerful computer for less than a thousand dollars. We poked a bit of fun at the ad (well, mostly we poked fun at Lauren herself), but it signaled that Microsoft was taking on its main competitor -- Apple -- where it hurt them most: pricing. Of course, this was pre-Windows 7, which proved to be a major success by any metric, but certainly against the much-maligned Vista. Apple later called to complain about the ads -- saying that the pricing was no longer correct -- and Microsoft updated the ads, though Microsoft COO Tim Cook Kevin Turner had something to say about the size of the price cuts. Also on this date: March 27th, 2009: Tesla's CEO said that model S Roadster wasn't actually that expensive (and we laughed at him), the iPhone 3G became available contract free, and Palm issued a takedown for TealOS (the fake WebOS for older Palm devices. March 27th, 2008: NVIDIA drivers took the heat for causing 30 percent of Windows Vista crashes, Microsoft Surface was reportedly headed for consumers in 2011, the PlayStation Network had a major security situation on its hands, the OLPC was lovingly overclocked, and a MacBook Air got pwnd. March 27th, 2007: The as-yet-unreleased first gen iPhone was waved around at CTIA, AT&T sued NASCAR over a paint job, Netflix founder Reed Hastings joined the board of Microsoft, and Texas Instruments showed of its tiny little DLP projector. March 27th, 2006: Media snacker Robert Scoble showed off Microsoft's Auxiliary Display on video, Denmark was reported to be joining forces with France in asking Apple to open its DRM, and photos of the supposed iRiver E10 got shown off. March 27th, 2005: Sony was reportedly going to be forced to stop selling its Dual Shock Controllers over patent infringement, TiVo was said to be testing banner ads during fast forwards, and Palm's Tungsten E2's specs were finally revealed. March 27th, 2004: Two men in Italy were banned from ever using cellphones again after using them to harass ex-girlfriends, some Palm video game emulators got shown off, and something called the Simputer finally came into existence.
Laura June Dziuban03.27.2010
Apple hardware changes alter Microsoft "Hunter" ads
While some of Microsoft's recent ad campaigns have fallen flat, like the Jerry Seinfeld and "I'm A PC" ads, the "PC Hunter" series has struck a chord with consumers and, it would seem, Apple. AdAge is reporting on the aftermath of Microsoft COO Kevin Turner gloating about getting a call from Apple's lawyers asking them to stop running the 'Laptop Hunters' Mom/Lauren ad because it inaccurately represented Apple's pricing. Guess what: Microsoft has since run an altered version of the ad.In the original, Lauren (not that Lauren) is after a laptop with "...speed, portability and battery life for under $1,700." Here you go, Lauren. While shopping, she says, "This Mac is $2,000, and that's before adding anything." In the current version (see video after the break), she simply says "It seems like you're paying a lot for the brand," but mentions no actual price. Lauren ends up with a 13-inch, $972 Dell XPS. When the ad began to run, Apple had not yet announced the 13-inch MacBook Pro, so the Dell was compared to the more expensive 15-inch model. Since then, Apple released the 13-inch MacBook Pro, which starts at $1,199. Hence Microsoft's having to alter the copy of the ad.Of course, if you equip the XPS to match the 13-inch MBP, it eliminates nearly all cost difference as well as Apple-exclusive features like the 7-hour battery life. And, you know, Mac OS X.There are two take-aways here. First, women named Lauren love PCs. Second, if you advertise that your stuff is all cheap crap, don't be surprised when your revenues drop 17%. Pricing sends a message that consumers hear loud and clear. The CDs in the discount bin at Sam Goody are no different than the full-priced ones, but consumers perceive them as less desirable. Small wonder, then, that nine out of every $10 spent on $1K+ "premium" laptops at retail goes into Apple's pocket.[Via Electronista]
Dave Caolo07.24.2009
Microsoft alters Laptop Hunters "Lauren" ad after Apple calls to complain
In a continuation of the saga that began about ten days ago, Microsoft has altered one of its Laptop Hunters ads to reflect Apple's recent price changes. Last we'd heard, Microsoft COO Kevin Turner was boasting that the ads had been so successful that a rep from Apple had called to ask that the ads be pulled. Turner pointed out that Apple's complaint -- that the prices were no longer correct -- was the result of a price cut of "$100 or something." Now it appears that one ad -- the one featuring the second Lauren -- has been re-edited so that she no longer mentions the price of the MacBook Pro ("over $2,000"), which has been dropped to $1,700. We'll be honest -- we don't care how this turns out, just as long as we can keep on using the words "Apple" and "Microsoft" in the same sentence.[Via Apple Insider]
Laura June Dziuban07.24.2009
Microsoft exec says Apple asked them stop airing Laptop Hunters ads
Apple may have publicly responded to Microsoft's Laptop Hunters ads with a counterpunch of its own back in May, but it looks like it may have been singing a slightly different tune behind the scenes more recently, at least according to Microsoft's Chief Operating Officer, Kevin Turner. Speaking at Microsoft's Worldwide Partner Conference earlier today, Turner said that he knows the ads are working because "two weeks ago we got a call from the Apple legal department saying [...] 'Hey, you need to stop running those ads, we lowered our prices.'" Turner further went on to note that "they took like $100 off or something," before stating to applause that it "was the greatest single phone call in the history that I've ever taken in business" -- though he did apparently take a minute to ask: "Is this a joke? Who are you?" In case you're wondering, Turner also confirmed that Microsoft is indeed "just going to keep running them and running them and running them."[Via Ars Technica]
Donald Melanson07.15.2009
We get it, Windows means cheap hardware
Microsoft's latest advertising campaign, while more stimulating than the Seinfeld/Gates spots, has one goal and one goal only: sell PCs. Microsoft's endgame, it seems, is to persuade people into purchasing Windows-running PCs by leveraging the fact that Macs are more expensive than PCs. I'm not going to get into this argument because a) it's been done before, and b) the answer always comes out with just a little bias. In my opinion, the hardware comes out costing the same (with negligible differences) no matter how you run the numbers. What I would rather discuss is how Microsoft is making its attack and what it is actually doing to help Apple.
Aron Trimble05.18.2009
Laptop Hunters part five: same schtick, different Lauren
Ready for another round of Microsoft's Laptop Hunters? This time it's Lauren -- not the infamous original LH -- and mom seeking the perfect PC to take with her to law school. Top on the list of needs is a portable with speed and battery life, all for less than $1700. Shying away from the more expensive MacBook Pro -- a pretty tame jab, much like the last ad -- the dynamic duo settle on a Dell XPS 13a 2.4GHz Intel Core 2 Duo, 4GB RAM, 320GB HDD, and a $899 price tag. All in all, not the most exciting commercial the series has fostered, and with Apple finally going on the offensive, we really hope the gang in Redmond take it up a notch. See the relatively bite-free video for yourself after the break. Update: Looks like Microsoft's pulled the video, probably due to some audio sync issues -- can we get Sheila on the case? We'll let you know when it springs back up. Update 2: It's back online and now in HD.
Ross Miller05.14.2009
Video: Apple responds to Microsoft's Laptop Hunters... with a Megan
According to Apple, there aren't any PCs with fast processors and big screens that work without viruses, crashes or headaches. But folks, this isn't reality, this is advertising. In fact, this is Apple's first jab since Microsoft took off the gloves with its Laptop Hunters series of pokes against Apple. So grab a Coke (or Pepsi) and check the ad after the break. [Thanks to everyone who sent this in]
Thomas Ricker05.13.2009
Microsoft's latest ad: iTunes and the iPod are crazy expensive
We've been wondering when we'd see the next Laptop Hunters ad from Microsoft, but it looks like the company's throwing a change-up: its latest 30-second spot features Wes Moss, Certified Financial Planner, explaining that iTunes "costs a lot" while Zune Pass "costs a little." The argument, of course, is that at a buck a song (or more), filling up your iPod costs way more than the $15 / month cost of the Zune subscription service, but we've got a feeling that Wes just won't convince as many people as Lauren and Giampaulo -- while we certainly think Zune Pass is a great deal, especially with the 10 free tracks a month now included, most people have plenty of music from all kinds of sources already, and an additional monthly bill in the current economy doesn't seem all too appealing. Plus, well, this argument has never really worked for services like Yahoo and Rhapsody in the past, so we're not sure it's going to work now. But that's just us -- we're sure you've got your own opinions, so check out the vid after the break and sound off.P.S. If Wes looks familiar it's because he was a contestant on Donald Trump's The Apprentice. He was fired.[Via Ars Technica; thanks Travis and Michael S.]
Nilay Patel05.11.2009
Oh no! Laptop Hunter ads return
Microsoft keeps trying, and trying, and trying. The new Laptop Hunter ad [YouTube link] features Sheila, who wants to do some video editing. She has $2000US to spend. Sounds like a natural for a MacBook Pro, eh? Nope. She settles for an HP HDX 16t. She passes on the Mac because it has only 2 GB of RAM, while the HP has 4 GB of DDR2 (slower) RAM. She gets a screen that maxes out with a video resolution of 1366x768, while the MacBook Pro has 1440x900. Worse yet, she will get Windows Movie Maker instead of iMovie, and she can never run Final Cut Pro or Express, which she may want if she goes professional or semi-professional. Of course, the Microsoft ads are pushing price, not features and quality, and there is some talk that Apple, seeing the recession take hold, is increasingly interested in some lower priced -- but hopefully not lower quality -- products to sell. While there are certainly millions of buyers for whom a Windows PC would be a reasonable choice of computer, it's worth noting the long-standing mild irony that Crispin Porter & Bogusky, the ad agency that created this campaign for Microsoft, is (like the majority of advertising agencies) pretty heavily invested in Macs. Chances are, for this ad, the video editing that Sheila aspires to do was completed on a Mac. If you have an idle moment, check out this profile of the agency on the web and click on the office shots. I especially like the shot of Alex Bogusky's desk with two MacBook Pros sitting there. Different strokes for different folks.
Mel Martin05.01.2009
Sheila the Laptop Hunter picks a PC, keeps it civil
We're not sure if Microsoft is winding down its Laptop Hunter campaign, or just decided to step off the class warfare a bit, but this latest ad is pretty hate free. Shelia, a filmmaker with a $2,000 budget, asks the hard questions like "is this graphics card going to be powerful?" and walks out with an HP HDX 16t (an upgraded version of Giampaulo's kit of choice). The MacBook Pro's mere 2GB of RAM at that pricepoint just didn't fly, though we have to wonder which self-professed video editor hasn't already picked a side in the age-old Avid vs. Final Cut Pro debate -- which could've helped cut down on the soul searching. Video is after the break.
Paul Miller04.30.2009
Full text from "Legal Copy" ad isn't quite PC-specific
You've probably seen all of the new Get a Mac ads we posted about on Sunday, and if you haven't yet, go ahead and watch them now. We'll wait. Just let us know when you're back, we'll be playing a little Zen Bound. Done? If you saw the Legal Copy ad, you know that's the one where as PC makes crazy and crazier statements about PC reliability, the screen fills up with unreadable legal copy. Unreadable, that is, if you're watching on a computer, and not so much if you're watching on a huge HDTV.And so yes, MacJournals has actually retrieved and reprinted all of the text that appears in that ad. When Hodgman says "PCs are 100% trouble free," there is a long paragraph about how computers are targeted by spyware and malware, and how you have to install software drivers if you want to use any peripherals, how PC users should back up their systems, and how if they are not under warranty, they are not guaranteed a refund or replacement.But wait a minute, says MDJ, don't those last few notes apply to Macs as well? Are Mac users able to avoid requiring backups, and is Apple trying to say that even after their warranties expire, they'll be giving out refunds and replacements (actually, they sometimes do that, though it's definitely not guaranteed)? Still, if the PC faithful wanted to nitpick -- and where exactly are the PC faithful these days, again? -- there's definitely plenty of nitpicking to do here. It seems like Apple needed to fill out the text for the joke of the ad, but it's too bad they couldn't just stick with PC problems (and there are plenty of those) rather than include some common computer issues in there as well.[via Aulia Masna]
Mike Schramm04.21.2009Apple bites back at Laptop Hunter ads, 'agrees' with Microsoft that Macs are cool
Looks like Apple finally has something to say to Lauren, Giampaulo, Lisa, Jackson, and any future laptop hunters showcased in Microsoft's new commercial series. In a statement to Macworld, spokesperson Bill Evans goes through the usual list of touted Mac features -- security, stability, design -- before quipping, "a PC is no bargain when it doesn't do what you want." Ouch. He continues by "agreeing" with Microsoft that, yes, everyone does think its computers are cool. We don't expect Redmond's ready to end the ad campaign anytime, and as enjoyable as this statement is, our only hope is that the gang at Cupertino ups the ante and retaliates tit-for-tat by sending Hodgman on an filmed adventure through Best Buy.
Ross Miller04.16.2009
Talkcast preview: special guest Mitch Wagner from InformationWeek
If you joined us last Sunday night, you heard an unvarnished rant in five-part harmony as Dave, Christina, Mike S., Mel and I all weighed in on the ongoing series of "Laptop Hunters" Microsoft TV ads (yes, there's a third one now: an adorable mother-and-son team of laptop shoppers who shockingly still find time to slag the Mac as a kiddie machine while they browse the aisles) along with MacHeist and the other news of the week. You can download the show from Talkshoe or subscribe in iTunes. Tomorrow night -- Easter Sunday, 10 pm ET -- we'll be joined by a special guest: Mitch Wagner of InformationWeek, also known (in Second Life, anyway) as the metallic talkshow host Copper Robot. Bring your questions for Mitch about Apple news, virtual communities, social media & the public sector... we'll be covering the entire waterfront. To participate on TalkShoe, you can use the browser-only interface, or you can stick with the classic TalkShoe Pro Java client; however, for maximum fun, you should call in so we can hear your dulcet tones. For the web UI, just click the "TalkShoe Web" button on our profile page at 10 pm Sunday. To call in on regular phone or VOIP lines (take advantange of your free cellphone weekend minutes if you like): dial (724) 444-7444 and enter our talkcast ID, 45077 -- during the call, you can request to talk by keying in *-8. SIP or Gizmo users can connect directly to Talkshoe by following the instructions here. Talk with you then! Recording support for the talkcast is provided by Call Recorder from ecamm networks.
Michael Rose04.11.2009
Poll: Is the lack of Blu-ray playback keeping you from buying a Mac?
Alright, Steve may have called Blu-ray "a bag of hurt" but Microsoft's Laptop Hunting mom & son duo (ad embedded after the break) looked pretty happy to see it in their new VAIO laptop. The Apple / Blu-ray rumors flying since the format launched have amounted to very little and for now it's up to iTunes to take care of ones legit HD movie fix, so we've just got to know, is that enough to send you running to XP, Vista or Windows 7? Vote, then let us know why in the comments.%Poll-29032%
Richard Lawler04.11.2009
Engadget Podcast 141 - 04.10.2009
That's right everyone -- it's the Engadget Podcast. If you're down with gadgets, chatting, and just kicking it ill, you're in the right place. Hear your friends Josh, Paul, and Nilay discuss the week in technology, and expound on their belief that the P.U.M.A. is a dangerous rickshaw, Acer has stepped up to the netbook plate in a big way, and Microsoft might not be totally on the level with its new ads. Ready to get the blood boiling? Dip your toes into the jacuzzi of chat that is the podcast, and enjoy! Note: There appears to be some very weird timing issues going on with our audio in this installment. If it seems like we're talking over each other more than normal, don't be too alarmed. We're looking into it now. Hosts: Joshua Topolsky, Nilay Patel, Paul Miller Producer: Trent Wolbe Song: Back In Black 01:40 - Engadget's wild ride in the P.U.M.A. 15:35 - Peapod the friendly Neighborhood Electric Vehicle in the flesh 24:40 - Acer launches first NVIDIA Ion-based nettop: AspireRevo 35:15 - Acer announces Aspire Timeline thin'n'lights -- $699 to $899 46:15 - Microsoft's second Laptop Hunters commercial: Giampaulo buys an HP HDX Subscribe to the podcast [iTunes] Subscribe to the Podcast directly in iTunes (enhanced AAC). [RSS MP3] Add the Engadget Podcast feed (in MP3) to your RSS aggregator and have the show delivered automatically. [RSS AAC] Add the Engadget Podcast feed (in enhanced AAC) to your RSS aggregator. [Zune] Subscribe to the Podcast directly in the Zune Marketplace Download the podcast LISTEN (MP3) LISTEN (AAC) LISTEN (OGG) Contact the podcast 1-888-ENGADGET or podcast (at) engadget (dot) com.
Trent Wolbe04.10.2009New Laptop Hunters ad proves Macs are just for children
digg_url = 'http://digg.com/microsoft/New_Microsoft_Laptop_Hunters_ad_says_Macs_are_for_kids'; Microsoft's latest installment in its popular series of ripped-from-the-headlines, "real America" style 'puter-buying adventures follows a mom and son duo -- Lisa and Jackson. We learn during the commercial that the two need a computer which is "fast" because they need to "look up stuff" before they "get to baseball." Luckily for them, there are plenty of great PC options for their under-$1500 budget. Sure, they veer off in the middle there, almost buying a Mac -- which Lisa notes are "popular at this age" (we guess what she meant to say is that they're for children). Regardless, they're both so turned off by the cute-but-small computers that they hurry back to the affordable VAIO section and make off with a sweet 16-incher. But hey, don't take our word for it -- check out the really real mother and son for yourself in the full video after the break. [Thanks to everyone who sent this in]
Joshua Topolsky04.09.2009
Microsoft at it again with 2nd ad tweaking Macs
Microsoft is really working hard to get potential Mac customers to either buy or stay with Windows-based PCs. After the initial "Lauren" ad -- see BusinessWeek's take on her choice of a poorly-rated HP model, and TechFlash & Apple 2.0 on her oddly extensive acting career for someone who supposedly answered a Craiglist ad for market research -- a new ad [YouTube link] in the series launched today. Our new shopper, Giampaolo, looks at a Mac at a computer store and says it is "so sexy," but then adds that "Macs are more about aesthetics than they are about computing power." [Check Harry McCracken's detailed side-by-side of 17" laptop hardware comparisons to debunk the "Apple Tax" and performance arguments.] He winds up with an HP laptop which is within the $1500 dollar budget Microsoft gave him. The model he chooses is a Pavilion HDX 16t. We hope he enjoys it! It's a strange campaign. Microsoft is spending a lot of time and money promoting HP, while saying not much at all about the advantages of Windows Vista... which is, after all, the product Microsoft sells. Is it effective? Is it giving you second thoughts about buying Apple products, based on cost considerations? (Is this a rhetorical question?)
Mel Martin04.04.2009
Microsoft's second Laptop Hunters commercial: Giampaulo buys an HP HDX
The second installment of Microsoft's Laptop Hunters commercials went live today, and if you thought our actress friend Lauren lit a fire, well, get ready for Giampaulo, who professes to be "technically-savvy" and calls the unibody MacBook he looks at "so sexy," but ultimately rejects it because he wants to pay for "computing power," not the "brand." Armed with a $1,500 budget, he walks out of Fry's with an HP HDX 16 that features a 2.4GHz Core 2 Duo, NVIDIA GeForce 9600M GT graphics, 4GB of RAM, and a 500GB drive -- raw numbers that would cost you $2,499 from Apple, although you'd be getting a vastly better display. Fair? We leave that up to you -- video after the break.P.S.- That's the two commercials and two HP machines purchased, anyone sensing a trend?[Thanks to everyone who sent this in]Read - CNETRead - The Fry's listing for the $1,099 HP HDX 16
Nilay Patel04.04.2009
Microsoft's new ad shows how people shop for computers in the real America
Microsoft's latest ad -- a companion-piece to its new "Laptop Hunters" website -- stars "real person" Lauren. Lauren's a little funky, a little folksy, and 100 percent real. She doesn't have an agenda to push, she's just out in the world, living in "reality" searching for a sweet laptop that's under $1,000. She admits to herself she's "not cool" enough for a Mac (though cool enough for a Volkswagen) and gets on with her life. She's a real American -- with an unpretentious, pragmatic life. The ad rather smartly puts the focus on our current economic climate, while expertly reinforcing that age old Apple-user-as-dick stereotype, pejoratively wielding the word "cool" as an underhanded insult -- odd, since the Microsoft portal it wants you to visit helps "socialites" pick a laptop. All in all? It's kind of a brilliantly mean piece of work -- check it out after the break. [Via BoingBoing]
Laura June Dziuban03.27.2009