The rivalry between Microsoft and Apple has been ongoing for sometime now, however its especially clear in this commercial that seeks to promote Microsoft's Surface Pro 4.
It begins with a woman who detaches the screen of her laptop from the keyboard with ease, at which point a man appears from under the table while singing a song. Throughout it, he compares Microsoft's Surface Pro 4 to a MacBook Air, essentially telling consumers all the ways that Apple's product is inferior to the product's innovative design.
The singing man considers how Microsoft's Surface Pro 4 has a pen to write on the touchscreen with, an incredibly high resolution and is more lightweight than the MacBook Air. With this, the company targets it's creation's most prominent rival -- hoping that the effort will drive consumers to its stores rather than Apple's.
Key Themes Behind This Trend
- Comparative Advertising
- The trend of using comparative advertising to showcase product superiority is on the rise, creating new opportunities for companies to showcase disruptive innovation.
- Multi-functional Devices
- The trend towards multi-functional devices that combine a variety of features, like laptops that can become tablets, is creating opportunities for innovation in design and functionality.
- Targeted Rivalry
- The trend of companies targeting specific competitors in their advertising campaigns is becoming more common, and creates opportunities for new strategies and tactics to be developed.
Where This Applies
- Technology
- The technology industry can take advantage of disruptive innovation opportunities by creating multi-functional devices that can compete with rival products.
- Advertising
- The advertising industry can capitalize on the trend of comparative advertising to help clients create disruptive campaigns that showcase product superiority.
- Retail
- The retail industry can explore opportunities in targeted rivalry by identifying ways to differentiate themselves from specific competitors and attract consumers to their brand.
