Apple vs. Wondows 7

The reason why these advertisements and this campaign is successful is because it is seen by consumers more than the MMicrosoft's commercials promoting the new operating system. Your everyday consumer will believe apple's campaign stating that Windows 7 has the same problems that Vista had until they are proven wrong, literally until they test the product or hear someone they trust say that all the problems are solved. Apple did a great job immediately, in fact even before Windows 7 officially came out, attacking the product and asking; what has really changed?
To solve the problem in the eyes of the consumer that doesn't read the wall street journal and isn't computer savvy enough to actually understand the differences Microsoft needs a strong and "new" campaign of their own. What better way to say that the new system doesn't have the problems of the first than creating an absolutely new campaign to promote it?
This is a matter of positioning in the mind of the consumer. It doesn't matter where the company believes they are positioned because it doesn't sell until the customers believe it. So they need to develop a new marketing campaign that will move their seen functionality, ease of use, and it factor towards where they want it to be