Microsoft ad claims filling iPod costs $30,000

LONDON - Microsoft has ramped up its attack on Apple's pricing with a TV ad that claims it would cost $30,000 (£19,600) to fill a 120-GB iPod with songs from iTunes.

The 30-second spot for Microsoft's media player Zune features financial planner Wes Moss, best known for being a contestant on the US version of 'The Apprentice' with Donald Trump.

Moss states in the ad: "People worry about the capacity of their iPod, what about the capacity of their bank account? At a buck a song they'll run out of money before they run out of space."

The ad pushes Microsoft's Zune Pass subscription service, which offers unlimited song rental for $15 a month, as a much cheaper option.

The campaign is an extension of Microsoft's efforts to position itself as the sensible brand during a recession while slamming Apple as a vanity choice.

Earlier this year Microsoft launched an ad featuring a thrifty consumer called Lauren who emerged empty-handed from an Apple store after failing to buy a laptop for less than $1,000.

Some have attacked Microsoft's figures for being misleading because the Zune ad assumes owners would have no music on CD to add to their iPod and it also banks on them buying a track at a time rather than buying albums.

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

CAMPAIGN AI

Our new premium service offering bespoke monitoring reports for your company .

find out more

Become a member of Campaign

Get the latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , 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


Campaign AI

Our new premium service offering bespoke monitoring reports for your company

Find Out More