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Watch this commercial.

It takes Microsoft a while to figure out its place in the market (Windows, MSIE, I’m a PC) but when it gets there, it does ok. It finally admitted that its customers are computer users who really want a Mac, but will settle for a PC because the initial price is cheaper. Unfortunately, it is now competing on price, which is almost always a race to the bottom. It will do well during the recession.

It seems to me like Lauren’s first choice was a Mac, but she settled for a PC because that is what she could afford. At the end, she felt better about saving the money, not about her purchase. Down deep inside, she secretly wants a Mac, but has intellectually justified her purchase of a clunky PC because it was cheaper and someone else paid for it.

Take a look at all the other brands that were shown during the commercial. Did you notice? Lauren drives a VW, she purchases at Best Buy (not at an online store. Amazon.com sells her computer choice for $649.00) her glasses look like designer wear, her over-sized purse is leather (not sure of the brand, but if you know, drop me a tweet) I wonder if her purse holds an iPod.

How does VW feel about being included in a commercial where the driving* objective of a computer purchase appears to be price? The VW brand typically appeals to people who feel that they are unique, hip and fun. Isn’t that Apple’s brand? When did a VW driver prefer an HP or Dell logo on the laptop lid to a glowing Apple? When it became cheaper? Would she have also settled for a Ford Focus if she had not purchased the car prior to the recession hitting? Maybe. Probably.

And Best Buy might be just a little bit upset about the use of an apparently “brain dead” sales clerk in light of their current campaign about how all these smart, forward-thinking employees are out on the town, saving the day for old people and football fans. The sales clerk is probably not brain dead, but the video was less than flattering.

All of this begs an interesting question: How many of your customers “settle” for cheaper products because they don’t have the money, but secretly want to buy from you? How can you help them?

Good ads, though. They hit the mood of the computer-buying public right now. Microsoft will sell more software and PC stuff in the short term; until the economy recovers or until Apple hits the market with a value-based ad campaign.

Until then, I’m a Mac.

*Pun intended. VW people will smile wryly, Toyota folks will groan. Lexus folks aren’t reading this so who cares.

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