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Microsoft Launches Three New Surface Pro 3 Ads Targeting the MacBook Air

Microsoft today launched three new ads targeting Apple's MacBook Air and comparing the notebook to its new Surface Pro 3 tablet. All three commercials emphasize the Surface Pro 3's touchscreen multitasking features and expandable hardware, with each showing how the MacBook Air lacks similar functionality. The ads also end with the tagline "The tablet that can replace your laptop."


The first spot is titled "Crowded" and focuses on two narrators and how the Surface Pro 3 is a tablet and a laptop. When told about the Surface Pro 3 by the first narrator, the second claims that the tablet doesn't have the power of the MacBook Air's Intel i5 processor. The first narrator states that the Surface Pro 3 does have an equal processor, and shows off Microsoft Office, Photoshop, pen support and its touchscreen. The second narrator counters with showing off his own touchscreen (an iPad), and exclaims "I have a lot of stuff to carry." The ad ends with the first narrator saying "You are more powerful than you think", referencing Apple's recent "Powerful" ads for the iPhone 5s.


The second ad, named "Head to Head", features a direct comparison between the two, drawing a parallel between the 128GB of storage and 4GB of RAM on each device. However, Microsoft once again emphasizes the Surface Pro 3's touchscreen, pen support and detachable keyboard, while the MacBook Air is shown to have none of those features.


The third ad "Power" starts off with a Mac user curious about a full version of Adobe Photoshop running on the Surface Pro 3, once again demonstrating the device's laptop and tablet capabilities. The narrator claims that the Surface Pro 3 is just as fast as the Mac, boasting a touchscreen with a kickstand along with a Mini DisplayPort and a USB port. The ad ends when the Mac user states "So you're saying it does more than my Mac?", and the Surface Pro 3 user going "Well, technically you said it."

Microsoft originally announced the Surface Pro 3 this past May, and also launched a program offering MacBook Air owners $650 to trade in their laptop towards the Surface Pro 3. In prior years, Microsoft has also released ads poking fun of the iPad and comparing it to the Surface.

Related roundup: MacBook Air

Top Rated Comments

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7 weeks ago
Surface can definitely do more than the Macbook Air...like give you arm fatigue.
Rating: 83 Votes
7 weeks ago

What's with the recent Apple bashing in ads?

Highlight what your product has, not what your competitor doesn't.


to be fair, Apple bashed windows with the "I'm a Mac, I'm a PC" ads.
Rating: 82 Votes
7 weeks ago
too bad it runs Windows.
Rating: 65 Votes
7 weeks ago
It can replace your laptop, but you just can't use it on top of your lap.
Rating: 58 Votes
7 weeks ago
They didnt mention the "free botnet" you join within minutes of firing the surface up without any antivirus.
All that power at someone else's fingertips.
Rating: 45 Votes
7 weeks ago
Basically the surface is more expensive, have a smaller screen, no real hinge, small trackpad, slower, less battery life, and runs Windows. What's not to love?
Rating: 41 Votes
7 weeks ago
What's with the recent Apple bashing in ads?

Highlight what your product has, not what your competitor doesn't.
Rating: 36 Votes
7 weeks ago
What's interesting is that they used the 13' instead of the similarly powered 11' Air. I assume they wanted the Air to look bigger then the Surface. Personally, I think the 11' Air with the i7 and 512GB flash is the ultimate portable computer..
Rating: 26 Votes
7 weeks ago
That's not really Apple bashing here, as you can see in Samsung ads. These ones are pretty well done, and quite cool :)
Rating: 24 Votes
7 weeks ago
At the end of the day, both are excellent machines and most people will be able to accomplish most of their tasks on either machine. You can be productive on both these devices. But I realize this might be a boring answer.
Rating: 21 Votes

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