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Microsoft’s bait-and-switch campaign for Vista, the “Mojave Experiment,” is baffling. I was dumbstruck when I first saw it earlier this week, and I continue to be dumbstruck. Why base a campaign around the core assumption that everyone thinks your product sucks, and that people who have felt wronged by Vista are ignorant fools? Of course, spinning perceived negatives into positives is why advertising exists in the first place, but something about this campaign is different. Very different. And it doesn’t become immediately apparent what that is until you compare it to similar instances in advertising’s hall-of-shame, filled with other companies that have pulled similar full-frontal mea culpas. Here, some more extreme “OMG we suck” ads, and how advertising experts compare them to Microsoft’s new ads.

Lee Iacocca - Chrysler - 1984

Any ad that has the company’s CEO starting things off saying, “Well, when you’ve been kicked in the head like we have…” is going to get attention. After taking a $1.5 billion bailout from the government, Chrysler brought in Lee Iacocca from Ford to right the ship. There are more homespun self-deprecating zingers than you can keep up with. Other spots even featured Iacocca’s famous “If you find a better car, buy it” tagline—basically hard-ass sarcasm aimed at potential customers. Hyping new and future cars as being “not bad for a company that had one foot in the grave” is honest to the point of self-destruction, but it’s promising improvements.

“They tried to show this charismatic leadership that was going to fix it all, and Iococca himself got out there and he was really, really good at it. People actually were proposing he run for president after these,” says Bob Thompson, a professor of media studies at Syracuse. Apparently it’s too bad for Microsoft that the Mojave spots don’t feature a screaming Ballmer.

GTE Telephone, Los Angeles, 1970
GTE telephone service in Los Angeles in the 1970s was apparently so shitty that the company ran an ad campaign that got written up in Time Magazine for its zaniness:

The neat middle-aged executive peers out from the television screen. “Hello,” he says, his face crinkling into a sheepish grin. “I’m from General Telephone.” Boos and hisses explode off-camera. “Now, I’m aware that General Telephone provides less than adequate service.” Plop. A rotten tomato slides down his chin. “But we’re spending $200 million in California this year on improving our service.” He is hit with an egg. “Cables, switches, personnel, everything.” A cream pie splatters over his face. “Thank you for your patience,” he mumbles through the goo.

The spots were put together by DDB, the mega-firm responsible for the Volkswagen “Lemon” campaign that is generally regarded as the best ad of all time. It also used some reverse-psychology voodoo, but in the more traditional sense of treating perceived negatives as positives.

That’s a Saturn? - 2006

Car companies are great at this. Taking the conception of a Saturn as a prissy, gutless nerdmobile and moving it up front here obviously makes today’s model seem all the more shockingly stunning. Mmm hmm. And of course, on the same theme, we all remember this tune:

Sure, Fords used to suck, but have you driven one….lately?

Prudential Securities - 1994
Facing a huge fraud scandal, Prudential’s comeback “Straight Talk” campaign is a perfect example of corporate damage control, using chief exec Hardwick Simmons (yes, real name) in a no-frills admission of guilt. NY Times says:

The campaign, by Deutsch/Dworin Inc. in New York, is imbued with cues intended to underscore the “straight talk” theme. The television commercials and print advertisements, which eschew celebrity endorsers, feature Prudential employees, from brokers to Mr. Simmons, who is called by his nickname, Wick.

The campaign also rejects slick, glitzy production values, using instead a minimalist approach: black-and-white photography, seemingly unrehearsed remarks read off note paper and directed at the camera.

“I’m straight with people and I expect the same,” Mr. Simmons says in one commercial, “from my brokers to my kids.” In a print version, in which frank statements are superimposed over his photograph so that he stands behind them — get it? — he declares straight talk “also means facing up to hard issues — admitting mistakes and fixing them.”

Avis - We Try Harder - 1962

And why do they try harder? Because they’re #2. In competition with #1 Hertz, Avis cranked on all the positives that being the cute, hard-working under dog can bring. And they’re using the same tagline to this day.

“This was an incredibly effective, incredibly powerful campaign,” says Thompson. They acknowledged that they were number two and used it as an assett to sell. We’re going to be runnning faster, trying harder, etc. Turned a liability into a huge assett.”

All of these campaigns are about putting the dark past behind us in exchange for a shiny next generation of new and improved products and services. But with Vista, where is the new product? What’s going to replace users’ frustrations? Telling them they’re too stupid to cut through all the bad Vista press and realize what a gem they’ve been missing out on will not make people feel great about themselves or the future of Windows.

“It is a useless exercise to take an unchanged product and try to persuade people that their perceptions are wrong. Vista has a bad reputation because it doesn’t work well. It is an earned reputation, the only way to address it…is to change,” says Bob Garfield, an advertising journalist who writes for Ad Age and other publications. “I haven’t seen anyone I can think of try to do this with a discrete product, as opposed to a service.”

The intended audience here is obviously novice users. But novice users aren’t dumb users. The first question this campaign pops into those peoples’ heads is, “Why have so many people said that Vista sucks?” They’re going to research it. They’re going to find out. A trick like Mojave isn’t going to fool them.

Before the comments erupt into flames, it should be obvious that this is not about Vista sucking or not, but whether the newest Vista ads suck or not. Should a huge, important company have thought twice before doing something so kamikaze-like? Desperation calls for desperate measures, but unfortunately for Microsoft, kamikazes are rarely on the winning side.

There are surely way more instances of this happening—shoot any more great “we suck” ads in the comments.

[Big thanks to Ray at Jalopnik, Bob Garfield, Prof. Bob Thompson, Kipp Cheng at AAAA and Prof. Don Sexton at Columbia Business School]

Original post by John Mahoney

newVideoPlayer(”/mojave.flv”, 506, 423,”");Remember Microsoft’s the Mojave experiment? Where they took XP users who didn’t know a lot about Vista, stuck them in a room, showed them a mysterious OS that they loved, then revealed that it was Vista. Here’s the video they took of the experiment.

What’s interesting about this experiment is that sure, people who don’t know a enough about Vista are kneejerking their way into hating it. These people are the ones that are easily convinced with a slight-of-hand that Vista is good. But what they didn’t show was the day to day usage of Vista, like accidentally installing an XP printer driver and not being able to print. Sure, we like Vista just fine, but this demographic that Microsoft has in its video would be just the kind to not really be tech savvy enough to fix the aforementioned printer problem.

What can we conclude from the Mojave experiment? Pretty much exactly what we thought of Vista: that it’s not that bad. Definitely not as bad as these people previously thought. [Mojave Experiment]

Original post by Jason Chen

Buying a PC can come along with some unwanted preinstalls. And now with Microsoft mandating that third party hardware manufacturers bundle Vista (not XP), that unwanted preinstall can include an entire OS. Given that a portion of any commercial PC’s purchase price includes funds allotted to software, XP users may find themselves forced into buying Vista even though they won’t be using it.

That is, unless they do like one user and use a simple exploit. Just don’t accept the software’s end-user license agreement (EULA).

Most of us click that “I agree” box without ever thinking twice. But what if you don’t agree with those terms and conditions? It gives you perfect fodder for going back to the computer manufacturer and demanding a refund on the software. After all, the EULA itself says to “contact the manufacturer or installer to determine their return policy for a refund or credit” if you don’t agree with its policy.

One guy used this technique to score a fat $200 check from HP before installing Linux onto his system. For those of you interested in pursuing a refund on your next computer, hit the link for his whole detailed story to duplicate the system. [equiliberate via The Inquirer]

Original post by Mark Wilson

Have you ever searched for new updates with Windows Update in Vista? It’s slow as balls, no matter how beefy your machine is. But! Windows Update is getting an, um, update that will make it run a lot faster—scan times are down almost 20 percent. If you have automatic updates turned off, obviously you won’t get this happy joy update when it rolls out at the end of the month, unless you go to Windows Update and install it manually. And you should, unless you want update scans to still take forever. [Microsoft Update Product Blog]

Original post by matt buchanan

Intel, Microsoft’s BFF, is not going to upgrade its computers to Windows Vista. That’s hands down the most hardcore corporate rebuke of Vista yet given how tight the two are, even though the source for the info says that it’s not really “dissing Microsoft, but Intel information technology staff just found no compelling case for adopting Vista.”

Intel and many others—Gartner estimates a higher percentage of companies will skip Vista than the 30 percent that typically bypass a new Windows release. Windows 7 looming is no doubt a factor, but will it see a higher than average adoption rate in return? Anyone else decided to just “skip” Vista? [NYT]

Original post by matt buchanan

Microsoft has released its second version of the Origami Experience, making it available as a free download for Ultra-Mobile PC users with Windows Vista. The OE 2.0 software includes Picture Password, Weather, RSS functionality, an e-mail client, calender and other web features – basically what you get with Vista, but more touch screen friendly. OE 1.0 was barely used, partially because UMPCs had yet to really catch on in January 2007, but also because it made them slow down to a crawl. Hopefully, they’ve rectified that problem this time around. [JKontherun]

Original post by Elaine Chow

HP is announcing 10 business notebooks today, but there’s only one that we care about: the flagship EliteBook 6930p, a ruggedized, super-encrypted, Linux-boosted, 4-and-a-half pounder.
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Toughened to Mil-Spec 810F against extreme temperatures, humidity, dust, bumps, and other torture, it also has DOD-grade file deletion. HP got rid of the Vista-only SideShow app launcher QuickLook from last year’s laptop in favor of building it’s own Linux-based startup OS. QuickLook 2 runs e-mail and other apps without starting the full OS, and it boots in just 10-12 seconds. (It runs on XP too.)

The 6930p’s webcam doubles as a business card reader. Tilting the camera at a card wedged near the trackpad initiates a scan. The software loads the data from the business card into your address book automatically.

All that goodness is packed in a brushed aluminum body with a 14.1″ display.

And that’s just the beginning. You can read more about the 6930p and the rest of HP’s business laptops down below. [HP]

HP Fuses Style and Mobility for Consumers and Business with Its Largest-ever Notebook Introduction BERLIN, June 10, 2008 - HP today marked the broadest and most innovative notebook rollout in its history with the introduction of 16 new models designed with new materials and software features that enrich the user experience. Unveiled at its Connecting Your World event, the newly redesigned notebook families are available in an array of sizes and configurations - including the all-new HP EliteBook premium series - providing a broad selection of mobile computing options to meet the personal style and performance needs of most anyone. “HP is creating notebook computers that captivate users with striking design and the right features to deliver a great user experience,” said Ted Clark, senior vice president and general manager, Notebook Global Business Unit, Personal Systems Group, HP. “Our new lineup further enhances our brand leadership with notebooks that are tailored for the ever-changing mobile lifestyle.” HP’s new lineup of consumer notebooks features the sleek new liquid-metallic HP Imprint 2 surface design, while the durable, aircraft-inspired HP EliteBook is one of 10 additions to the company’s business notebook portfolio. HP notebooks are designed with the environment in mind, with energy-efficient features and select materials for easier recycling. For example, several HP notebooks are available with the choice of an optional mercury-free Illumi-Lite LED display,(1) which is lighter and more energy efficient than standard notebook display technology. HP has set a goal to remove all mercury - a material commonly found in notebook screens - from its entire notebook line by the end of 2010. The HP notebook lineup is also one of the first to offer a choice of the latest processor technologies, including AMD Turion 64 X2 Ultra Dual-Core Mobile Processors(2) and the Intel Centrino 2 and Intel Centrino 2 with vPro technology.(3,4) HP consumer notebooks deliver exquisite design and powerful entertainment HP Pavilion Entertainment notebooks set a new standard in notebook design with unexpected innovations such as invisible “magic chrome” controls that light up and become fully interactive upon power up, and intuitive, one-click access to high-definition TV,(5,6) photos, movies and music from nearly any location through HP QuickPlay. Smooth lines, optional HP BrightView Infinity Widescreen flush-glass screens, along with color-matched keyboards and touch pads create a frameless, thin and elegant appearance. Previously available only in HP business-class notebooks, HP ProtectSmart Hard Drive Protection is now built into the new HP Pavilion notebook series targeting consumers. This technology automatically detects if a notebook has been dropped and, while the notebook is on its journey to the floor, automatically stops the hard drive from spinning, helping to prevent the loss of files and data. The series also offers consumers the option of a high-speed eSATA interface for backing up data to external storage drives. Elite mobile professionals For the mobile professional who wants to make a statement, the premium HP EliteBook features the sleek and durable HP DuraCase - a brushed anodized aluminum exterior casing combined with a magnesium alloy chassis engineered to meet MIL-STD 810F military-standard(8) durability tests. The HP EliteBook is built for the corporate road warrior, with a protective coating of anodized aluminum on the palm-rest surface that is six times more scratch-resistant than that used in previous notebooks. These materials also are highly recyclable, facilitating environmentally responsible disposal at end of life. Designed with the latest mobile technologies, the HP EliteBook also features HP QuickLook 2 software, HP SpareKey and HP File Sanitizer for the ultimate in convenience and security, as well as shock-resistant hard drive and spill-resistant keyboard to help protect data against bumps, drops and spills. The initial ENERGY STAR qualified HP EliteBook configuration weighs only 4.7 pounds (2.1 kilograms). It features a 14.1-inch diagonal widescreen display and is available with an optional mercury-free Illumi-Lite LED display.(1) Setting a new standard for on-the-move productivity, the HP EliteBook 6930p provides up to 15 hours(9) of combined battery life with optional Ultra Capacity battery.

Business-critical mobility
The newly redesigned business notebook “b”-series is distinguished by its silver finish and magnesium alloy support structure. The new design offers an ideal combination of features for mainstream business mobility, in a choice of 14.1-inch or 15.4-inch diagonal displays with Intel or AMD processors.
The standard “s”-series features a satin, reflective, black-on-black finish to modernize the look and feel of the classic business notebook. HP s-series notebooks are loaded with strong security features, including HP ProtectTools Security Manager. Drive Encryption for HP ProtectTools encodes information on the hard drive to make sensitive information unreadable if a notebook is lost or stolen.
For added data security, s-series notebooks feature HP File Sanitizer as well as HP 3D DriveGuard, which uses a three-axis accelerometer to detect sudden movement and initiate protective action, helping protect the notebook’s hard drive against bumps or drops.
Customers can shop for the new HP Pavilion and Compaq Presario notebook PCs by calling +1 888 999 4747, via chat, online or at retail outlets nationwide.

(1) Sold separately or as an add-on feature.
(2) This system requires a separately purchased 64-bit operating system and 64-bit software products to take advantage of the 64-bit processing capabilities of AMD technology. Dual core processing available with AMD technology is designed to improve performance of this system. Given the wide range of software applications available, performance of a system including a 64-bit operating system and a dual-core processor will vary.
(3) Some functionality of Intel Centrino Pro and Intel vPro, such as Intel Active management technology and Intel Virtualization technology, requires additional third-party software in order to run. Availability of future “virtual appliances” applications for Centrino Pro and vPro technologies is dependent on third-party software providers. Compatibility of this generation of Centrino Pro and vPro technology-based hardware with future “virtual appliances” and Microsoft Windows Vista operating system is to be determined.
(4) Dual core is designed to improve performance of certain software products. Not all customers or software applications will necessarily benefit from use of this technology. 64-bit computing on Intel architecture requires a computer system with a processor, 64-bit computing on Intel architecture requires a computer system with a processor, chipset, BIOS, operating system, device drivers and applications enabled for Intel 64 architecture. Processors will not operate (including 32-bit operation) without an Intel 64 architecture-enabled BIOS. Performance will vary depending on hardware and software configurations. More information is available at www.intel.com/info/em64t.
(5) High-definition content (for example, WMV HD files) is required to view high-definition images.
(6) Availability of signals limited by the strength and accessibility of the originating TV signal, location and other factors. Performance issues may arise, and do not constitute defects in the product.
(7) Wireless access point required and is not included. Availability of public wireless access points limited. Wireless Internet use requires separately purchased Internet service contract.
(8) Testing was not intended to demonstrate fitness for U.S. Department of Defense contracts requirements or for military use. Test results are not a guarantee of future performance under these test conditions.
(9) Optional Ultra Capacity battery required and sold separately. Battery life will vary depending on the product: model, configuration, loaded applications, features and power management settings. The maximum capacity of the battery will decrease with time and usage.

Original post by Benny Goldman

Windows Vista hasn’t been adopted joyfully by the masses, but consumers don’t always have a say when it comes to the next Windows OS they’ll be using. Most of us have to run whatever comes preinstalled on our machine of choice. And according to Microsoft, starting June 30th of this year, that OS will be Windows Vista only.

There is an exception: A rag-tag group of small, cheap rebels that are exploding in popularity. Netbooks, mini-notebooks, ultraportables—whatever you want to call them—are bending the rules and reigniting Windows XP as a manufacturer-supported OS.

How Can They Get Away With It?
You see, Microsoft has a clause in their Vista-only mandate. Knowing—and now openly admitting—that the OS is far more taxing on a system than XP, Microsoft has agreed to allow makers of “ultralow-cost PCs” to continue selling XP computers until 2010. And while Microsoft will only offer major support for the platform through 2009, limited support will be available for XP until 2014. Essentially, it’s a loophole that Microsoft created for an entire new class of computers like the Asus Eee PC.

Will This Really Matter?
The Asus Eee was a hit, already moving over 1 million units. And since then, countless other similar “ultralow-cost PCs” have been announced for the market by major manufacturers. Originally for the Eee PC (and others like OLPC’s XO laptop) a Linux OS sufficed. But consumer demand for a more familiar operating system led to the adoption of XP. Now, most of these mini-notebooks offer an XP option right out of the gate, at an added cost.

Aside from the many small to medium manufacturers, the two biggest PC manufacturers, Dell and HP, have both jumped onto the mini laptop bandwagon. Here’s where it gets interesting: HP’s Mini Note does not support XP drivers natively, only Vista and Linux, and we don’t know what OSs Dell will offer. But HP’s system certainly qualifies for the exemption category because of its Via chipset, and Dell’s very well might, too. If mini-notebooks continue to sell at the rate they’re being produced, these big companies will definitely play a factor as to whether or not it’s XP or Vista that’s on them.

Still, the upstarts have the momentum. XP-loving Asus expects to sell 10 million Eees in 2009 when the mini-notebook market is anticipated to reach 20-30 million units sold, says Reuters. That’s a lot of computers ready for XP.

So What’s The Catch?
Microsoft was clever. After announcing its intent to support mini-notebooks, it clarified (read: limited) the specs on “ultralow-cost PCs.” Requirements include nothing bigger than a 10-inch screen (not a problem), limits on processor speeds (variable by make/model), a cap at 1GB of RAM and a limit on storage. So far, the RAM and storage rules have both been broken by Asus already. And it’s probably only a matter of time before Atom processors top their current speeds of 1.6Ghz and create yet another exception to Microsoft’s rulebook.

It will be interesting how XP popularity plays out from here—a game that’s pretty much controlled by Microsoft at this point. But Microsoft is certainly allowing companies fudge the rules time and time again, probably because in the eyes of Ballmer and Gates, it sure beats some guy running Linux.

Additional Sources: [CNET, ZDNET Asia, Reuters]

Original post by Mark Wilson

Everyone knows how much of a bunglefart the “Certified for Windows Vista” sticker was in determining whether computers worked OK or completely lousily with Vista. Microsoft doesn’t want to repeat this, which is why they’re telling hardware manufacturers to start testing their products with Windows 7 as soon as the first beta is out, unless they don’t want to qualify for Microsoft’s new Windows 7 compatibility sticker. Microsoft’s going to check up on them too, making sure companies’ current Windows Vista submission “include a complete CPK with test logs from Windows 7.” [Information Week]

Original post by Jason Chen

Best, worst or most hilarious iPhone skin ever? VistaPerfection 2.0 is a complete Windows Vista skin for the iPhone with over 90 icons, wallpapers, a dock, sound effects and everything else Vista like the Sidebar and Start menu. I’m not sure why anyone would do this to their iPhone, but be warned, since it’s not on Installer yet (soon), the process ain’t exactly painless, requiring Jailbreak, SSH access and SummerBoard. Full instructions at the link—send us pictures if you’re ballsy enough to do this. It’s not so we can laugh at you, honest.galleryPost(’vistaiphone’, 3, ”);[Modmyifone via Just Another iPhone Blog via Technabob]

Original post by matt buchanan