Microsoft's newest ad campaign makes the PC personal again, showing off the work of two "nanobusiness" entrepreneurs working hard to spread the word about how cool bugs are — with the help of Windows features like Cortana and touch screen support.
Kristie Reddick and Jessica Honaker, two Portland entomologists, keep the focus heavily on what they're getting done, and the features are shown off in a very natural context (no pun intended).
The ads also include a few direct swipes at Apple, with Kristie at one point saying, "I don't have a touch screen on my Mac. I'm jealous of that." A few have noted that the spots are a reversal of the famous "I'm a Mac, I'm a PC" advertisements that helped Apple chip away at Microsoft's dominance years ago:
In one ad, a Bug Chick shows how lovely it is to have a touchscreen on your computer. Her fellow Bug Chick replies: "I don't have a touchscreen on my Mac." In another ad, the joys of the ever-helpful Cortana are revealed. To which the Mac-owning Bug Chick gripes: "Even on the new Macs they don't have that." In a third ad, the Windows 10-owning Bug Chick shows her Mac-owning partner how she can unlock her Windows computer with facial recognition. Again comes the entirely natural line from the envious Bug Chick: "Even on the new Macs they don't have that."