New Microsoft "I'm a PC" Ads (sans Seinfeld)

The fundamental mistake for these ads is simply that computers are a tool. Nothing more, nothing less. Microsoft wants to associate themselves as the tool of choice behind these supposedly famous and important people and their work but quite frankly that's bullshit. It's trying to capture the essence of Apple's Think Different ad campaign (http://www.youtube.com/watch?v=4oAB83Z1ydE) but fails miserably. What made Apple's ads work was that they didn't bother talking to you about computers. They know it doesn't matter what computer you use, you just need to know Apple.

Saving the environment, broadcasting yourself, campaigning for candidates, being a movie star, teaching children in Africa, all of that could be accomplished with either a Mac computer, Windows computer, or a Linux computer. Other than telling you that these people are PC it doesn't do much in helping you understand why Microsoft is even relevant in any of the situations presented.

At least in the current ads Apple explains why their product is better based on features, simplicity, security, and functionality. Microsoft's ad just made me feel like it was empty and soulless, reinforcing what I have always associated with the Micro$oft brand.

PS: offtopic, Discovery Channel's I Love commercial is wonderful: http://www.youtube.com/watch?v=V5BxymuiAxQ