Just after pitting Cortana against Siri in an advert, Microsoft has turned its attention to the Surface Pro 3, with a trio of new ads – “Crowded,” “Head to Head,” and “Power,” – all with the goal of knocking Apple’s MacBook Air.
Invoking memories of the “Mac vs PC” advertising campaign, the Redmond emphasises the Surface Pro 3 to be the “tablet that can replace your laptop” with adverts aimed at proving the ultra-thin tablet/laptop hybrid to outperform MacBook Air.
The first of the new adverts – Crowded – focuses on the versatility of Surface Pro 3 – touting that the tablet “runs Office, full Adobe Photoshop” and that it packs touchscreen and pen support along with the form factor that allows conversion into tablet, unlike Apple’s laptop. In the ad, the MacBook Air owner sobs saying “I have a lot of stuff to carry,” with the Surface Pro 3 owner teasing that “You are more powerful than you think.”
The next ad – Head to Head – just as the name suggests is a direct comparison of both the two devices, downplaying the specifications of MacBook Air. Microsoft claims the 2-in-1 convertible tablet to be better than the Apple’s laptop, thanks to – once again – the detachable keyboard, stylus support and the touchscreen.
The final ad – Power – is yet another 30-second clip with some arguments, focusing on the Surface Pro 3’s USB ports, a mini Displayport and the kickstand. The advert ends with MacBook Air owner asking “So, you’re saying it does more than my Mac,” for which the tablet owner responds “Well, technically, you said it.”
Microsoft has been targeting the MacBook Air laptop for quite some time as the Redmond even has an entire section in the official website dedicated to comparing the Surface Pro 3 with Apple’s offering.
The Surface Pro 3, unveiled in May 2014, sporting a 12-inch 2,160 x 1,440 pixel display, runs on a range of Intel Haswell dual-core processors and packs 4/8GB of memory, 64-512GB of storage, a detachable keyboard, along with pen support. The tablet launched in the US on June 20, will hit 25 new markets this month.
