# Competitor-Comparing Computer Ads Microsoft's Surface Pro 4 Beats Out a MacBook in This Playful Ad By Riley von Niessen | Published 2016-09-01 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/microsofts-surface-pro-4 References: [adweek](http://www.adweek.com/adfreak/microsoft-sings-weird-ditty-about-why-macbooks-suck-just-fun-173206) & [youtube](https://www.youtube.com/watch?v=DUOttPF4UTo) The rivalry between [Microsoft](https://www.trendhunter.com/trends/surface-pro-10) and [Apple](https://www.trendhunter.com/trends/new-tech-products) 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](https://www.trendhunter.com/trends/sky-blue), 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. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 6% | Activity: 31% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Computers](https://www.trendhunter.com/computers) ## Key Themes ### 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. ## Related on Trend Hunter - [Business-Ready Hybrid Laptops](https://www.trendhunter.com/trends/surface-pro-10.md) - [Stylishly Flexible Laptop Models](https://www.trendhunter.com/trends/microsoft-surface-pro-9.md) - [Sophisticated Power-Rich Laptops](https://www.trendhunter.com/trends/microsoft-surface-laptop-5.md) - [Adaptable Dynamic Professional Laptops](https://www.trendhunter.com/trends/microsoft-surface-laptop-studio-2.md) - [Compact 2-in-1 AI Laptops](https://www.trendhunter.com/trends/surface-pro-12.md) - [Florally Accented Laptop Models](https://www.trendhunter.com/trends/microsoft-surface-pro-9-liberty-special-edition.md) - [Black Friday Tech Promotions](https://www.trendhunter.com/trends/surface-ecosystem.md) - [New Tech Product Announcements](https://www.trendhunter.com/trends/new-tech-products.md) - [Cartoon‑inspired Laptops](https://www.trendhunter.com/trends/smurface-edition.md)