Tagline: Our fashion is cooler than our operating system
Are you freakin' kidding me! If you were busy celebrating Hanukkah or Christmas in December you might have missed Microsoft's debut of "Softwear." Yes I meant "SoftwEAR" not "SoftwARE"... Microsoft’s play on the word “softwear” is geared toward youth lifestyle. Way to go Crispin, Porter & Bogusky (MS advertising agency of record). This is the best you've got? Your best attempt at "I'm a PC" and using the streets to increase Microsoft public support? Wow.
Yes, for real, in December 2008 Microsoft quietly launched a t-shirt line called “Softwear by Microsoft” in collaboration with recording artist Common. Common, WTF?!? Some of you may think its unimaginable that the software giant would do such a thing, and maybe have thoughts of ugly t-shirts designed by software engineers or programmers. You'd be right. The t-shirts do suck. Actually the Common for Softwear shirts are a bit more designed and playful but the Softwear by Microsoft designs are an attempt at bad humor and self-promotion.
I sheet you not. This is for real.
AdAge says, with a straight face, that "Microsoft is pushing out a new clothing line as part of its new ad campaign meant to suggest Microsoft's nostalgic 1980s heyday..." It's no surprise that Apple continues to gain market share.
Microsoft just isn’t going to give up trying to compete with Apple and try to capture the “hip” Mac user. What Microsoft doesn't realize is that this demographic can smell a fake a mile away. How about focusing on the PC and coming up with something hip and innovative there. Something designed to enrich the consumer's life. This vain attempt at redefining MS's brand personality just won't work. It’s an unusual strategy, but on second thought -- anything would be better than those Gates and Seinfeld commercials.
For the play by play at the NYC launch event see Freshness Magazine's coverage, http://www.freshnessmag.com
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