Crispin Porter + Bogusky's ad campaign for Microsoft is working against Apple so far. It seems that they might turn around Microsoft's image as they did for Burger King. Except from the Fast Company article, "Microsoft's "Laptop Hunters" Campaign Eating Away at Apple":
"A BrandIndex survey of 5,000 people shows that among the 18-to-34 year-old demographic (that's right, young people) Apple's "value perception" has taken a nose-dive. BrandIndex rates a brand on a scale of -100 to 100 (zero meaning the brand is getting equal positive and negative feedback) by simply asking customers whether they feel they get a good value for their money. Apple enjoyed a value rating of 70 as recently as last winter but has plunged to 12.4 since then. Microsoft, meanwhile, has rebounded from an indifferent zero in February to 46.2 today, indicating that its latest attempt to portray Apple as overpriced is hitting home with customers."