New TV hard sell, Microsoft strikes at Apple's art

The latest Laptop Hunter TV spot from Microsoft is the very definition of a hard sell. No, not because it barks at you to buy a PC or you'll miss out on the deal of the century (even though you will, you will), but because it goes after the fearless foot soldiers of the Apple army--artists.

Sheila is a filmmaker. She wants something with a fast processor and a big screen. She also wants something that will be able to cut video. And all this for less than $2,000. However, this is a commercial and she's a little too dressy. If she'd been wearing jeans with a thousand coffee stains, a Black Sabbath T-shirt covered in croissant crumbs, and fingernails bitten to the wrist, she would have delivered the authentic film-editing look.

As is customary in this campaign, the script-free script calls for the protagonist to dismiss a Mac. Sheila looks at us and tells us the only Mac in her budget has a mere 2GB. Not enough for all the footage she intends to shoot for her L.A. version of "Gone With the Wind"--provisionally entitled "Gone to Bikram Yoga." Yet, one can't help feel as if Sheila's essential niceness suggests Microsoft has become a little tired of the more robust style epitomized by the first two hunters, Lauren and Giampaolo. Perhaps, despite the current worldwide charge toward saving money, people still want wit and charm to balance the dry drag of their daily lives.

Actaully, what they are saying is that Macs are a computers of choice for the tragically hip and insuferable elite. It doesn't matter if that is true or not because the American culture has a significant anti-elitist undercurrent to it. They may be able to get a lot of traction by appeal to that sentiment. Its why you see presidential candidates bowling, drinking shots, and downplaying their connections with the elites.

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