Friday, September 11, 2009

Caren Explains Vampires, Kittens and Windows 7

My ears always perk up when I hear that something new is coming out of Crispin Porter & Bogusky, the agency responsible for Subservient Chicken, the creepy King, the Truth campaign, and Mini Cooper's mega fun buzz.

In March 2008 Microsoft awarded a $300 million account to CP+B, in what at first seemed an unlikely pairing. One might expect CP+B to be better aligned with Apple (which relies on TBWA/Chiat/Day for its "I'm a Mac" campaigns). But that's what makes the match so interesting. [From a 2008 feature in Fast Company: "Can Alex Bogusky Help Microsoft Beat Apple?"-- Alex Bogusky built the country's slickest ad shop using Apple products. His next challenge: Persuade people like him to buy Microsoft's stuff....]

AdAge reported today on the new Microsoft Windows 7 commercial, which features kittens, "Kylie," and The Final Countdown theme song. It will debut on CW network. You can preview it here.

Will this help Microsoft overcome the running joke ("I'm a PC") that Apple has perpetuated in its ads? And is this commercial appropriately targeted to the right audience and media channel? Clearly the commercial placement -- during the premiere episode of "Vampire Diaries" -- has generated some press (good job, PR folks), or else I wouldn't know about it or write about it. But it doesn't seem like an obvious match, putting a cutesy commercial in front of tweens and vampire lovers... do they want to share the same software as Kylie? Maybe kittens and cute kids are universally loved?

Good luck, CP+B. What's next, TBWA?

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