Fair enough - I agree that Microsoft has been shifting it's messaging quite a bit - but I think a lot of that has to do with Apple being a functional organization (singular vision directed on downwards) and Microsoft is a Divisional Organization (multiple business lines). Where the single vision is communicated (Windows Everywhere) - it's not always appropriate -(Consumers care about experience, not product lines)

Here is the last few years of Apple Ads.

o http://www.youtube.com/watch?v=qfv6Ah_MVJU (PC Ad)

o http://www.youtube.com/watch?v=hQw3mVWXncg (iPod Ad)

o http://www.youtube.com/watch?v=CMcrw8WTWSs (Genius Ad)

They have been hitting their stride recently:

o http://www.youtube.com/watch?v=NoVW62mwSQQ (iPhone Camera)

o http://www.youtube.com/watch?v=iu1jHtf_oUc (iPhone Facetime)

o http://www.youtube.com/watch?v=fDUKt_XgfJ4 (iPhone Music)

Interesting, one of the supposedly "Worst reviewed" ads really spoke to me

o http://www.youtube.com/watch?v=170fh2mvog0 (Designed in California)

I hope we see more like the last one. That's the sort of thing that I think a company should aspire to.