Apple, Microsoft face off at Cannes; Ballmer is Media Person of the Year

CANNES, France -- Great marketing rivalries can stimulate some great ad battles. Think Coke v. Pepsi, Miller v. Budweiser, Wal-Mart v. Target, McDonald's v. Burger King.

But among the most entertaining lately has been the David and Goliath matchup of Apple v. Microsoft.

And their battlefield this week will be the competition for awards in broadcast, digital, print and other categories at the 56th Annual Cannes Lions International Advertising Festival, where Microsoft CEO Steve Ballmer on Wednesday is going to be honored as Media Person of the Year.

Microsoft has 72 ads entered in the 11 categories of competition; Apple has 12.

Microsoft outguns Apple in the real world, too: The tech behemoth's ad spending was $2.3 billion in its fiscal 2008 (ended last June) compared to Apple's $486 million for its fiscal year ended in September.

Money may not buy consumer love, but Microsoft has been trying with a major effort to go head-to-head with Apple's catchy "I'm a Mac and I'm a P.C." ad series. The popular Apple campaign, by TBWAMediaArts, has been running since 2006.

Microsoft started firing back last fall with its "I'm a PC" ads, most of which show real PC users.

"The 'I'm a PC' campaign has evolved through the year and it's been a phenomenal opportunity to connect the Windows brand with consumers," says Gayle Troberman, general manager, Microsoft advertising and customer engagement. "We are giving voice to consumers. Windows is a billion around the world every day doing amazing things with software."

Apple's ads portray Macs as easier, quicker and cooler, with help from Justin Long, while making Microsoft PC seem bumbling, slow and nerdy, with help from John Hodgman. Apple declined to comment for this story.

Microsoft's counterattack has been a campaign, by Crispin Porter + Bogusky, that started with introductory ads starring co-founder Bill Gates and comedian Jerry Seinfeld.

While those did not light a fire with consumers or ad watchers, they were followed with ads showing real people using and shopping for Microsoft products, such as a recent one that shows a four-year-old girl easily navigating a Microsoft photography program.