Say, do you remember Sheila Dvorak? The filmmaker who bought an HP HDX 16t, in one of those Microsoft “Laptop Hunters” commercials? The stereotypical filmmaker uses a Mac, running Apple’s Final Cut Studio. But not Sheila. She’s completed her first project using the HDX 16t.
The most successful companies share several attributes in common. Among the most important: They sell a lifestyle. Apple has effectively done this with multiple products, which is unusual. There are separate, yet related, iPod, iPhone and Mac lifestyles. But many buyers pay a premium price to join the Mac club.
There are plenty of other examples. The Harley Davidson lifestyle is the graying, middle-aged guy, dressed in leather and riding his hog or the stereotypical Hell’s Angels type. Pepsi sells a lifestyle, too. In my youth, it was the “Pepsi Generation.” Now it’s the active, youth sports lifestyle around Mtn. Dew, among other Pepsico products.
She is an artist, and, on second consideration, Sheila certainly does look like a filmmaker.
Sheila Dvorak is star of Microsoft’s newest “Laptop Hunters” commercial, which is currently airing during U.S. prime time. I saw the ad last night, I believe during Fox’s “Fringe,” which I had previously recorded.
Today is moving day for my teenage daughter. She will be switching from a Mac to a PC running Windows 7 Release Candidate. My PC buying experience for her could have been a Microsoft “Laptop Hunters” commercial.
My daughter, who online goes by “Morripopp,” had been using the higher-end aluminum MacBook. I knew she would be giving it up. On Wednesday, April 29, I told Apple that Thursday would be my last day as Microsoft Watch editor; I was joining the ranks of unemployed journalists. On Friday, I got the expected but dreaded e-mail: Apple wanted the MacBook loaner back by May 6.