What can we learn about PC’s comeback vs. Apple’s Mac?

Ad Age just reported that the latest BrandIndex survey shows the PC has extended its lead on value perception relative the the Apple Mac. After an extended period of being pummeled by Apple and its brilliant attack campaign, Microsoft came to the defense of the PC with a campaign of its own. While the work done by Crispin Porter & Bogusky is not likely to win any traditional creative awards, it does remind us of what makes advertising effective. That is: the clear expression of a strong value proposition. Too many marketers (and far too many agencies) lose sight of this in the quest to be creative.

What makes the Microsoft effort effective is that it finally distills a sound positioning that meets three critical tests. It is true. It is different. And it is meaningful. These same criteria were met by Apple with its campaign, which is why it was so successful when it was not being contested. Now that both camps have honed their arguments and expressed them well, we’re in for a fair fight.

Who do you think will win in the long run?