There is a discussion going on in the Ubuntu Marketing team’s mailing list about creating Ubuntu videos in order to advertise Ubuntu to normal users. We got onto talking about existing adverts from Microsoft and Apple and I thought I’d share with the wider community my thoughts.

Interestingly when you look at the adverts for both companies you find an interesting pattern.

Often a leading brand / product doesn’t need to reference it’s competition, it just goes along with “We’re awesome, and everyone knows it”, The second fiddle is often comparing it’s self to the market leader.

What we have is Apple constantly comparing themselves to PC (even though an Apple is a PC and what they really mean is windows). But then the dynamic is kinda odd since Microsoft is a software company and Apple is a hardware company. so it’s not like they’re competing… not really.

But you’ll notice that every advert reinforces a set of ideas: