Deepak Chopra in Windows campaign to counter Apple

September 21st, 2008 - 8:06 pm ICT by IANS  

New York, Sep 21 (IANS) New Age guru Deepak Chopra has appeared in an ad campaign by Microsoft trying to counter Apple’s campaign that sought to stereotype Windows as an uncool, stodgy product.The 60-second spot, which will see heavy rotation on prime time network television and on the Web, continues with a series of testimonials by Microsoft employees including Bill Gates, celebrities and ordinary people in diverse settings around the world who proclaim, “I’m a PC”.

Chopra, a popular mind-body medicine expert, intones: “I am a PC and I am a human being. Not a human doing. Not a human thinking. A human being.”

The spot closes with the tag line “Windows: Life without Walls,” which Microsoft tested globally for a year, the Seattle Times newspaper quoted Bill Veghte, Microsoft’s senior vice president of online services and Windows business group, as saying.

It is part of the company’s $300-million marketing blitz that includes print, Web, television and outdoor advertising.

Veghte said the “I’m a PC” spot, which is titled “Pride,” is meant to emphasise that Windows is an inclusive brand, countering the stodgy, uncool box Apple’s campaign has put it in.

“It’s not a stereotype,” he said. “It’s an inclusive set of experiences that celebrate and support diversity and individuality and choice.”

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