The ad is embedded below.

The tag line is, “I can’t do that on my Mac”. Granted, I am an Apple person, with clear bias. But, that said, this ad feels more like something you’d see from a marginalized product that adds a feature purely for the ability to make that claim. The ad doesn’t fill me with wonder, doesn’t even come close to having an emotional core. There’s no whimsy.

If Microsoft is going to take on the MacBook or the iPad Pro (which would have been a fairer comparison for this particular use case), they are going to have to dive deep within themselves to get in touch with the elements that make their product truly special. That’s where Apple’s best ads start.