An ad tells us a lot about a person, company or product. Just look at tech ads. We’ve seen underwhelming tech ads before—we’re looking at you, AT&T and Microsoft. In California, tech honcho turned political candidate Carly Fiorina has created a series of ‘em.Fiorina, whose vying for a senate seat, came out with one of the oddest attack ads ever aired, infamously dubbed “demon sheep.” Now we’re left wondering what it says about Fiorina.Or does it really matter?Ad campaigns tell us a lot about people, products and culture. That’s probably because top executives have the final say, and they prefer ads that reflect something about themselves. Just take a look at tech ads. Some ads work wonderfully, others not so much. Take, for example, those confusing Microsoft television commercials with Jerry Seinfeld and Bill Gates a couple of years ago. Apparently, they were supposed to be confusing.David Webster, the chief strategy officer in Microsoft’s central marketing group, told TechFlash: “We figured that that sort of obscure nature of the communications [between Seinfeld and Gates] would make people lean in a little more closely to see what we were going to next.” Confusing. Complex. Awkward. Does this describe the ad, Windows, Gates, or all of the above?In contrast, Apple’s “I’m a Mac, I’m a PC” ad is brilliant in its simplicity: two guys having a real conversation. Apple products resonate with people because of their ease of use. This single image tells the entire story, unlike the image of Seinfeld and Gates above.The ad shows that Apple is in touch with consumers. Likewise, Verizon’s “Map for That” ad campaign works because map images are easily digestible. Consider this clever Verizon ad that aired during the holidays. It taps into childhood images and memories, which supports the simplicity of the message.Meanwhile, AT&T countered with a lawsuit. Then it decided to follow in Verizon’s footsteps with its own comparative television ad. Even worse, AT&T rolled out a dry boardroom chart and an obscure actor—quick, name a movie starring Luke Wilson—in its first ad aimed at Verizon.So does this ad say anything about the person or company it represents? Absolutely. The underlying message: stodgy AT&T can’t innovate.Tom Kaneshige is a senior writer for CIO.com in Silicon Valley. Send him an email at tkaneshige@cio.com. Or follow him on Twitter @kaneshige. Follow everything from CIO.com on Twitter @CIOonline. Related content opinion Google Bigwig Eric Schmidt Posts Bizarre Guide for 'Converting to Android from iPhone' Google's Executive Chairman wants you to switch from iPhone to Android, and he posted a strange guide to help make the transition as smooth as possible. By Al Sacco Dec 09, 2013 2 mins Smartphones Android Operating Systems opinion Apple's 'Spaceship' Campus Evokes Jobs-Era Perfectionism Some facts have emerged about Apple's planned "spaceship" campus. Delayed and over-budget but painstakingly detailed, it's already part of Apple history, and makes CIO.com's Tom Kaneshige nostalgic for Steve Jobs' maniac By Tom Kaneshige Apr 05, 2013 3 mins Financial Services Industry Innovation IT Leadership opinion Apple, Where Art Thou? Apple is under siege and uncharacteristically running for cover amidst mounting competition and research reports favoring Android. By Tom Kaneshige Mar 12, 2013 2 mins Smartphones Tablets IT Leadership opinion Is Computer's Future a Glass House? According to Google and Corning, glass surfaces and eyeglasses are where we'll do our computing in the future. By Tom Kaneshige Mar 06, 2013 1 min Small and Medium Business Innovation Mobile Podcasts Videos Resources Events SUBSCRIBE TO OUR NEWSLETTER From our editors straight to your inbox Get started by entering your email address below. Please enter a valid email address Subscribe