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Microsoft Understands How Much You Gals Love Weddings

Microsoft spends a lot of time attempting to zing Apple. Their latest try is pitched to the ladies and focuses on the fact Mac laptops don't have touch screens. A pretty simple concept! But just in case, the company decided to explain it in terms of wedding planning. Because ladies love weddings.

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"It's more affordable, it looks great, and it's perfect for planning my wedding," says the bride-to-be of her new gadget. See, girls, Microsoft speaks your language! "Instead of passing around a tiny tablet, the 20-inch touch screen makes it easier for my friends to check Pinterest, search for the wedding band, and their share ideas." How did anyone plan a wedding before the advent of 20-inch touch screens? Truly, it is a mystery.

"Now if they only like their bridesmaids dresses as much as my Windows all-in-one." Oh, you!

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The video is part of a campaign featuring various use cases for new products running Windows. Another recent ad stars a mom who just wants her kids to stop fighting over her laptop.

(h/t CNET)

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DISCUSSION

I'm torn on this one. I hate the cultural assumption that because I'm a woman, I love weddings and planning them and have a secret wedding folder on my laptop regardless of my relationship status. I actually am currently planning a wedding and I don't have a wedding folder on my laptop, because I can't bring myself to get into it.

However.

I know so, so, so many women who do. Not a knock on them — it's not my thing, but then I also don't "get" Pinterest and none of my bath towels match each other. But lots of women are really into this stuff and do have a secret wedding folder and get really into planning and obsess over bridesmaids dresses. Is it necessarily sexist for a tech company to acknowledge this in an ad, especially when they have several other ads aimed at women who use their laptops for totally non-gendered, non-wedding things?

Is the main reason we're bothered because tech companies traditionally pander to women with stupid pink device/shopping app bullshit? Because I do see a distinction between "Buy this phone! It's pink like Carrie's on Sex and the City!" and "This laptop has features that might be helpful when you do this thing that you definitely are doing." Would an ad that features a dude using the laptop to manage his fantasy team also be sexist? I ask this question as a woman who watches a lot of sports and plays fantasy football. I just feel like this ad straddles an acceptable line — it's not sexist, but it might be illustrating some aspects of our culture that are gendered.