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Microsoft takes stab at Apple via new tablet advertising campaign

Microsoft is taking on Apple?s iPad in two new video spots that highlight the unique features of its Asus VivoTab Smart tablet that runs on the Windows 8 operating system.

The first ad is called ?Less Talking and More Doing? and pokes fun at the iPad?s Siri voice recognition tool. The second ad showcases the physical differences between the two tablets.

"It's funny that Microsoft is playing up, 'Less Talking, More Doing,?? said Jeff Hasen, Seattle-based mobile marketing consultant.

?Like many iPad and iPhone users, I do little to no talking with Siri,? he said.

?There was so much frustration at the start that many of us have abandoned the concept, perhaps too quickly."

Mr. Hasen is not is not affiliated with Microsoft. He commented based on his expertise on the subject.

Microsoft did not respond to press inquiries.

Tablet war
The first 30-second Microsoft ad is titled ?Less talking, more doing.?

The spot features the iPad and Asus tablets side by side.

As live tiles flip around on the Microsoft tablet, the ad pans to the iPad with a Siri voiceover that says, ?Sorry I don?t update like that.?

The spot also highlights how Microsoft?s tablet lets users multitask. For example, a video plays on both devices, with the Microsoft tablet shot showing a consumer browsing through email while the video plays.

Microsoft is also aiming to play up its Office products via the spot. Powerpoint is highlighted as a feature that is more interactive on the Asus tablet than the iPad.

The video ends with a consumer playing Chopsticks on the iPad, which is a dig on Apple?s ?Piano? ad campaign from last year the iPad with the iPad mini.

The spot ends with a call-to-action that shows the price difference between the two devices.

The Asus tablet retails for $449, and the iPad sells for $699.

"On the 'More Doing' messaging, iPad users do lots more than play Chopsticks as shown," Mr. Hasen said.

"Sure, it would be great if we could use Office programs more freely, but many of us don't see that as a deal-breaker ? just like we don't see a crappy Siri experience as a deal-breaker," he said.

"There is too much else that delights us.?

Device differentiation
The second Microsoft ad that hones in on the physical differences between the tablets is approximately one minute long.

The ad highlights the Asus as being 32 inches wide and the fourth generation iPad as 37 inches wide.

Additionally, the ad claims that the Asus tablet weighs 1.16 pounds compared to the iPad?s 1.44 pound weight.

The ad also shows how consumers need a special Apple-branded printer with the iPad while the Asus tablet works with a variety of printers.

Again, the ad shows how consumers can complete multiple tasks on the Asus tablet while the iPad is limited to one task at a time.

IPad users tend to be devout and loyal users to the Apple brand and may be unswayed by price or additional features when considering a new tablet.

However, the ad campaign could be effective for Microsoft to reach new consumers that are in the market for a tablet.

In particular, the focus on incorporating its own products ? such as Office ? into the marketing around its tablets could help Microsoft reach groups of consumers such as families or businesses that have relied on the company?s desktop products for years.

"Microsoft's opportunity lies in its ability to convince us that a family of its products is better than piecing together technology from multiple companies,? Mr. Hasen said.

?It's a challenge so far unmet,? he said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York