Microsoft Marketing Madness Part II

I saw it. The new Microsoft “PC” commercial aired last night. It was half over before I realized what it was, but I saw it.

“I am PC.” Are you kidding me?

Kirk Douglas saying the memorable line, “I am Spartacus” in this classic 1960 blockbuster became a classic moment because it represented the true dignity and spirit of man. Here was a slave who overcomes all possible adversity to become a great gladiator and leader of his people. In a final valiant effort to protect his people, he gives up his own identity. But his followers so loved him, that they all took his identity.

This line – in homage – is repeated at the conclusion of the 1992 film “Malcom X,” as young students of African descent declare: “I am Malcolm X.”

And once again toward the end of the last century (1997), this now famous line was uttered by children of all size, stature and color as they eagerly announce: “I am Tiger Woods.”

I get Malcolm X. I even get Tiger Woods. Like Spartacus, they both rose up from humble beginnings and made something of their lives.

But “I am PC?”

I am befuddled.

New memo to Microsoft: You’re gonna need a bigger ad budget.

Jim Sweeney


Jim is a veteran of the agency industry and the founder of Sweeney. He is uncommonly passionate about the idea of creating and implementing insanely great marketing campaigns that achieve insanely great results. He pioneered the full-service, full-circle agency model and continues to forge new ideas in an ever-changing industry. And he is accessible to everyone about anything, seemingly all the time, serving as a mentor to all agency personnel and clients.