It's in our culture to root for the underdog: New England Patriots (2002), Cinderella Man, Harry Truman, Firefox! So how do you use that to your advantage when you're clearly the dominant player?

Believe it or not, of all players out there, Microsoft might just have pulled it off with its “I’m a PC” commercials. These commercials are flashy and witty and somehow they seem to connect with both the ultra-hip and middle America. Unlike the previous Seinfeld commercials, viewers understand what the new commercial is all about. The message is clear. It’s ok for you to come out of the closet and be proud to be a PC user.

For years, PC users concealed their laptops and when exposed, often justified it with “my company only gives PCs out”, “my parents picked it” or “it was cheap”. But now, you can proudly type/game/poke away on your PC next to those iCandies in public. By portraying everyday PC users as cool and down-to-earth underdogs, Microsoft actually makes the Mac commercial comedian appear smug and condescending. After viewing the commercial, you want to root for the “I’m a bit scared” shark diver PC user. Maybe this is just a once in a blue moon underdog turnaround success, or maybe it’s something Starbucks and Walmart are contemplating.

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