Microsoft’s New Surface Pro Ads Taunt the MacBook Air
In a desperate attempt to promote its Surface Pro 3 tablet, Microsoft today launched three new ads targeting Apple’s MacBook Air and comparing the two devices. The new ads focus on the tablets multi-tasking, touch features and expandable hardware.
The advertisement titled ‘Crowded’ focuses on two narrators and how the Surface Pro 3 is a tablet and a laptop. When told about the Surface Pro 3 by the first narrator, the second claims that the tablet doesn’t have the power of the MacBook Air’s Intel i5 processor. The first narrator states that the Surface Pro 3 does have an equal processor, and shows off Microsoft Office, Photoshop, pen support and its touchscreen. The second narrator counters with showing off his own touchscreen (an iPad), and exclaims “I have a lot of stuff to carry.” The ad ends with the first narrator saying “You are more powerful than you think”, referencing Apple’s recent “Powerful” ads for the iPhone 5s.
Second advert called ‘Head To Head’ directly compares both the devices. The ad draws a parallel between the 128GB of storage and 4GB of RAM on each device. However, Microsoft keeps on emphasizing the Surface Pro 3’s touchscreen, pen support and detachable keyboard, while the MacBook Air is shown to have none of those features.
The third ad “Power” starts off with a Mac user curious about a full version of Adobe Photoshop running on the Surface Pro 3, once again demonstrating the device’s laptop and tablet capabilities. The narrator claims that the Surface Pro 3 is just as fast as the Mac, boasting a touchscreen with a kickstand along with a Mini DisplayPort and a USB port. The ad ends when the Mac user states “So you’re saying it does more than my Mac?”, and the Surface Pro 3 user going “Well, technically you said it.”