Let me start off by just squashing all of the “you can’t compare those two videos” kinda comments. Because two things: a) I am fully aware that these ads are not going to run against each other, are in completely different genres, and that the Durex ad will most certainly be blocked and prevented from making it to televisions in the US, and b) I just don’t care. These are just too hilarious when viewed next to each other.
Microsoft Songsmith ad
Watch this ad for Microsoft’s new application Songsmith, which will operate only on the Windows platform (thank god). Please, try to watch the entire video so that you can fully see what I’m talking about:
Inspiring, huh? Makes you wanna go out and start making videos with your band, or quit your day job to become a dingle dong…err, or maybe not. Maybe, in fact, this is one of the worst promotional videos ever created. (Credits go to Techcrunch for the find.)
I don’t even think there’s a point in introducing this video. Just watch, and enjoy.
This video is just hands down awesome. It’s one of the better ads I’ve seen in a long while. It says, very clearly (at least to me), “You can have lots of fun having protected sex. Condoms don’t stand in the way of you having a blast (no pun intended).” Nevermind the fact that it won’t be shown in the US. It’s creative, engaging and just the kind of video that will enjoy rampant You Tube success.
(Important to note: the Microsoft video will probably get far more views on You Tube, but I think it will only reinforce their struggling brand identity issues.)
Wrap up (pun intended this time)
I’m not entirely sure what is going on with Microsoft’s advertising efforts lately. It’s clear that they’ve been getting worked over by the Mac vs. PC ads, but they are just fishing for gimmicks, and failing miserably. The Jerry Seinfeld / Bill Gates ads were horrendous. I actually liked the “I’m a PC” campaign, but it didn’t fair too well in the market either. This however, should never make the light of day (beyond the hundreds of thousands of people who’ve already viewed it on video sharing sites). It is attrocious.
The Durex commercial is just pure fun. It’s creative and carefree. Remember, it’s not like Durex is the market leader, nor the media darling in its space. Trojan owns 70% of the market share, and has had quite a bit of success in its recent campaigns. They definitely deserve credit for taking a risk on this one, especially because it won’t ever be viewed in the States.
So while these videos aren’t an “apples to apples” comparison, I think it’s totally fair to say that one has taken the right route, while the other continues to flounder. (All inuendos appear in this article free of charge. You’re welcome. Hehehe.)