Postmodern wriggle

Posted: Wednesday, Sep 17, 2008 at 2240 hrs IST
Updated: Wednesday, Sep 17, 2008 at 2240 hrs IST

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: smug, and would not get invited to anybody’s dinner.

Mr Gates, Crispin’s creative types must have realised, is the authentic embodiment of the PC character: geeky, awkward, dressed for a cubicle rather than a bar, unglamorous but unpretentious, able to get the job done, if not excitingly. And like the PC in Apple’s ads, the Bill Gates in Microsoft’s spot has an impish side that occasionally peeks out. One of the world’s richest men comes across as unassuming and approachable, the antithesis of Apple’s aspirational cool, which some find annoying and snooty. In a country that loves to poke fun at “elitists” (especially during elections), it would be wrong to write off Microsoft’s new campaign just yet.

—© The Economist Newspaper Limited 2008...

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