In order to punt just how much more a Microsoft-made hybrid laptop can do, Microsoft’s new Surface Book ads borrow music from Apple’s TV campaigns.
Apple has a long history of iconic advertising campaigns – from the era of ‘1989’ until the company’s ‘baby music’ spree in 2012. Now, Microsoft’s new Surface Book ads – hitting screens almost four years later – are in fact making use of the same music.
Microsoft’s Surface Book ads have largely targeted Apple’s MacBook range, despite Apple’s technical answer to the Microsoft-made hybrid laptop arriving in the form of the iPad Pro.
The advertisements in question depict wildlife photographer Tim Flach detailing the positives of Microsoft’s new flagship PC, demonstrating what he “can’t do” on his Mac.
Another advertisement delves into the Surface Pen, which arrives with 1,024 levels of sensitivity to which Flach compares his experience with a natural brush while painting.
All of the advertisements in the series, however, make use of the song named, well, Song, from the group Kidstreet.
While Apple has previously made use of the “String Version”, Microsofts new ads play the “Reimagined” version.
Microsoft’s choice is an interesting one, considering that in the past many of its products have been designed to compete with Apple’s best-sellers, while its advertising campaigns have fallen short of the popularity enjoyed by Apple.
Below, the same music in a different arrangement can be heard in Apple’s 2012 MacBook campaign.
Could Microsoft be hoping a little bit of Apple magic will rub off?
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