Since the “Get a Mac” commercials first aired back in 2006, Apple not only took control of their own brand destiny, but also took Microsoft’s out for a few rounds.

I thought we’d see Microsoft punch back, with their own ads much sooner. Three years later, they have finally responded with these:

New Microsoft Commercials

The three new commercials don’t mention Vista or Apple, but they do try to break the stereotype that cool people don’t just use Apple, there’s plenty of cool and interesting at Microsoft.

In contrast to the Apple commercials, Microsoft, features everyday PC users, from teachers to ordinary professionals from around the world showing their PC pride. Among everyday users, we also see several Microsoft employees and even Bill Gates gets in the fun, sharing his email address. Be sure to drop him a note at “bill@windows.com“.

Overall, not sure if these ads will do much to change the public’s perception of the PC; it seems very passive to me. But think, if Microsoft wants to really change customer perception, they may want to take a chapter from this year’s US political battle, and go negative against Apple. Studies have shown, negative ads in the case of Apple commercials, help people retain and learn more, then positive.

If negative ads work, then the Apple commercials score better ad points than the one’s from PC, as Apple tends to highlight the frustrations of being a PC user, and demonstrates how Apple makes life easier.

Will we start to see PC highlighting the negative* attributes of Apple in future commercials?

*As Apple users we’d like to see what they come up with.

{update: rumor has it, that the the “Microsoft’s I’m a PC Ads were made on a Mac”}

Still think you’re in control? Then take a look at the Brand Tags Game – the basic idea of the game is that a brand exists entirely in people’s heads. Therefore, however you position your brand, other’s will perceive it differently.

Here are just five (5) of many interesting trends from Brand Tags:

1. Twitter “useless”… but don’t tell that to Pistachio
   
2. Taco Bell “diarrhea”
3. Apple “innovation”
4. Hilton Hotel “Paris Hilton”
5. London 2012 Olympics “Ugly”

Here are more trends.

At the end of day, what we can learn from this, a brand can’t just own one, but according to Seth “there’s no reason why you can’t build a micro one, a local one, a brand that’s magical for a smaller group of people”.

In an effort to extend its reach and become a global sport, the NFL will host its first-ever game in Europe on Sunday, October 28th.

When I saw this picture on the cover of Nytimes.com today, it looked as if an Alien had landed in London. Just look at the public in awe over the huge animated figure of Miami’s Jason Taylor.

In terms of creativity, AMV BBDO did a superb job by placing a Giant Figure in Trafalgar Square and getting people talking with this bold move – spot on for creating buzz.

Now, comes the questions of who will rule over the name game of “football” and how will American football be received in London and across Europe.

This might turn out to be a classic brand identity conflict, then again maybe not. It’s doubtful; Europeans will ever confuse their beloved football with any other game professing the same name. Maybe this is answered in the simple question, of how many internationally recognized football stars come to mind? I can think of Pele, Ronaldo, Ronaldinho, Christiano, Zidan, Beckham, Figo…and the list goes on….now how many American football players come to mind…Joe Green, OJ Simpson…well at least one is still a star. All I can say, let the battle of classic football (soccer) vs. American football begin …