Apple's legal team calls Microsoft over knocking ads

LONDON - Microsoft has laughed off Apple's request to stop running its 'Laptop Hunter' US ad campaign which suggests the iPod-manufacturer's computers are too expensive.

The TV spots feature shoppers who are on the lookout for a laptop under $1,000. They consider Apple's Macintosh models but dismiss them because they are too expensive.

Kevin Turner, Microsoft's chief operating officer, said that Apple's legal team had called him and asked him to cancel the ads because Apple had lowered the prices on some of its machines.

Turner, speaking at Microsoft's Worldwide Partner Conference in New Orleans this week, said: "Two weeks ago we got a call from the Apple legal department saying, 'Hey, you need to stop running those ads, we lowered our prices'.

"They took like $100 off or something. It was the greatest single phone call that I've ever taken in business.

"I did cartwheels down the hallway. At first I said: 'Is this a joke? Who are you?'

"We're just going to keep running them and running them and running them."



Microsoft's latest ads follow its 'I'm a PC' ads, launched last year, which were created in response to Apple's 'Mac vs PC' ads, which feature a geeky PC guy unable to keep up with the "hip Mac user".

Prior to its 'I'm a PC' ads, the software giant launched a $300m ad campaign, featuring comedian Jerry Seinfeld and Microsoft's chairman Bill Gates. The ads received a critical mauling across the blogosphere.

Become a member of Campaign from just £78 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content