Microsoft has began promoting its new “Be what’s next” tagline with a duo of TV ads scheduled to air during the 68th Golden Globes awards presentation on January 16. This will be the first time Microsoft promote it to the public since its trademark late last year.
To fit in with the theme of the event Microsoft is sponsoring, the two ads – one briefly mentioning Windows Phone 7 and the other Bing, shows off a number of aspiring actors hoping to make a name for themselves. The text “You don’t know them. But you will” appears before the voiceover “Windows Phone pre-congratulates the Golden Globe winners of tomorrow” is heard.
Although the ads are motivating, especially to screen actors, they lack a sense of inspiration that I think was much stronger in previous Microsoft brand campaigns like the “You see” ads for the “Your potential, our passion” tagline.
On a related note, I feel the arbitrary product placement of WP7 and Bing are extremely out of place and distracting from the otherwise sincere message. Perhaps it might have been much better if it just said “Microsoft pre-congratulates the Golden Globe winners of tomorrow”. What do you think?
I agree. It doesn’t make sense that a Phone system or search engine congratulates somebody.
I agree, very nice ads; I wonder who came up with the good idea and who almost ruined it. Microsoft still needs to learn when and where to place its products…
I pre-condemn all the bad advertisements Microsoft will make in the future.
I feel as if two distinct teams played a role in this. Like mauricio said, a very inspiration/good-spirited team and then marketing.
There’s nothing unusual about the format of a company/product advertising with a message. You will find endless examples on TV. These are fine.
Nothing wrong with getting the bing and windows phone products in front of people. In fact, this is exactly what’s needed to increase mindshare and marketshare for these critical Microsoft products. These should resonate very will the the audience for the Golden Globe awards show.
Whats the big deal. These look fine to me and gets their name out. I love my WP7 Samsung Focus…
I like it.
You don’t need to be showing off the product to sell it. Just showing the logo can get someone thinking about it.
That said, this ad alone wont sell a great deal of phones.
“Be what’s next after everyone else does”