Apple Commercial: Leveraging a PR issue into an advertisement

Lately, extra software loaded on new Window’s computers has been a high profile issue.

Apple does a great job of creating a commercial addressing this issue.  Apple leverages competitors’ (PC manufacturers) reputation problem into a strong messaged commercial.   The result, Apple takes momentum against craplets (as pre-installed programs are sometimes called) and turns it into mometum for Apple.  Take a look at http://www.apple.com/getamac/?apple-getamac-stuffed_medium.

The takeaway? When looking at competitive messaging, don’t just look at it from a public relations perspective but see how advertising can build momentum.  It’s just a perfect example of how PR and advertising are, in fact, one team.

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One Response to “Apple Commercial: Leveraging a PR issue into an advertisement”

  1. Dan Schawbel Says:

    Apple is genious and the commercial was really effective. I talked about it at work today and everyone else had the same opinion. Microsoft is prone to fail early on, where Apple succeeds.

    Dan Schawbel

    http://www.personalbrandingblog.com

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