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Print 38 comment(s) - last by Mitch101.. on Oct 13 at 8:50 AM


Really?!  (Source: Microsoft/Crispin Porter + Bogusky)

Don't text and drive...  (Source: Microsoft/Crispin Porter + Bogusky)
Commercials come from the same firm that brought us "Laptop Hunters"

Following up on its soft launch of Windows Phone 7 yesterday in New York City (hardware does not ship until November 8 in the U.S.), Microsoft has aired new commercials plugging the platform.

Advertising and Microsoft don't always play nicely together.  While Apple was airing its incredibly successful "Get a Mac" commercials, Microsoft was pitching campaigns like "Don't Blame Vista" and the ill-fated, obtuse Jerry Seinfeld-Bill Gates commercials.

Recently, Microsoft showed some signs of improvement with its recent "I'm a PC" and "Laptop Hunters" series of commercials, both of which struck on peoples' populist sensibilities.  

For those hits, though, it had another glaring miss, though -- its advertisement for its Kin smartphone.  Kin debuted a series of bizarre commercials, which included a man appearing to stalk his ex-lover.

Now, however, Microsoft is back for more with its new Windows Phone 7 ad campaign. The new commercials are by Crispin Porter + Bogusky -- the advertising firm behind both the Seinfeld-Gates commercials and the more successful "I'm a PC"/"Laptop Hunters" commercials.

The first one (video) features a bunch of people who 
should be paying attention with their heads glued to their phones.  There's the guy on the beach among girls in bikinis, a women running, a masseuse, a man sharing an intimate evening with his wife, a surgeon, a father playing catch with his son, and more.  All are intently fixed on one thing -- their phones -- when they clearly should be focusing their attention elsewhere.

Friends, loved-ones, lovers, and passerbys all deliver the same punchline -- "Really?!" -- channeling their best inner Seth Meyers/Amy Poehler (who made that phrase famous on 
Saturday Night Live).

And the commercial wraps up with the line, "It's time for a phone to save us from our phones.  New Windows Phone, designed to get you in, out, and back to life."

The text "Be here now." then rolls.  The commercial is set to Edvard Grieg's Opus 23 (better known as "In the Hall of the Mountain King").

second commercial (video) is set to Donovan's "Season of the Witch" and shows a gathering of people in an urban area all ensorcelled by their smartphones.  The commercial concludes with the same lines.  

It's not quite as funny, but still gets the idea across.

The good thing about Microsoft's new phone commercials is they seem to convey what Microsoft feels is its strongest point -- an easy to use interface.  Whether that assertion is valid remains to be seen when it puts its phone in the hands of the masses next month.  For now, though, it seems to do the job in driving home the company's opinion on this point.

With Microsoft's market share dropping faster than a phone in a urinal (also in the first commercial!), the company is looking for a hit.  

David Webster, chief strategy officer in Microsoft's central marketing group, comments to
TechFlash

Obviously as a challenger brand, our first job here is to break through. Get noticed, get talked about, have a contrarian point of view, be a little edgy. Let's face it, it's not like there's any shortage of smartphones and smartphone ads in the world today.  Our sentiment was that if we could have an insight to drive the campaign that flipped the category on its head, then all the dollars that other people are spending glorifying becoming lost in your screen or melding with your phone are actually making our point for us.

The point that we want to make with the phone advertising is not to say that using your phone in public situations is not ever appropriate.  Our point is to say that the right phone design can allow you to get in, get that done and get back out, which is really what I think most people would strive to do if the phone didn't interfere with that by making them do too many steps, go down too many silos, switch paths too many times.

The commercials are part of a reported half-billion dollar (U.S.) campaign by Microsoft to try to push its new phone OS, which arrives three years after the first iPhone and two years after Google published its Android source code.

Even if the new ads miss the mark in public appeal, Microsoft could always recruit their chief executive Steve Ballmer to advertise the phone.  He's been known to do an ad (video) or two (video) in his spare time.



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Dumba$$
By Brandon Hill (blog) on 10/12/2010 9:24:54 AM , Rating: 5
That dude in the first commercial/article pic is a dumba$$. I would have dropped that phone faster than Lindsay Lohan snorts through a line of coke.




RE: Dumba$$
By MeesterNid on 10/12/2010 9:31:29 AM , Rating: 5
That's a bit harsh, I bet he's just waiting for the Viagra to kick in.


RE: Dumba$$
By Brandon Hill (blog) on 10/12/2010 9:33:16 AM , Rating: 3
quote:
I bet he's just waiting for the Viagra to kick in.


LOL


RE: Dumba$$
By Samus on 10/12/2010 10:40:44 AM , Rating: 2
2x LOL


RE: Dumba$$
By clovell on 10/12/2010 3:16:04 PM , Rating: 2
Probably - but if she doesn't want to wait - my door is always open ;)


RE: Dumba$$
By Mitch101 on 10/12/2010 3:36:22 PM , Rating: 3
Apparently he is about to test the video recording ability of his new Mobile 7 device and upload that to his facebook page.

That's what the Mobile 7 device is for. Sharing.

Friend me dude!


RE: Dumba$$
By clovell on 10/12/2010 5:39:07 PM , Rating: 2
yeah, well - my camcorder is always running - like I said, if she doesn't want to wait...


RE: Dumba$$
By Mitch101 on 10/13/2010 8:50:23 AM , Rating: 2
Whats interesting is if this split second of a commercial blows her status up on the internet. Seems to have happened already people seem to be talking more about her than the phone which is exactly in a way what Microsoft was going for the phone integrates into your life so well that you have other things to talk about.


RE: Dumba$$
By Final8ty on 10/13/2010 5:49:27 AM , Rating: 2
quote:
That's a bit harsh, I bet he's just waiting for the Viagra to kick in.

LOL awesome!


RE: Dumba$$
By The Raven on 10/12/2010 9:54:03 AM , Rating: 2
The first one!?! If he is a dumba$$, then what is the second guy who just totaled his car?!

Besides, I'm the guy in the silk might be in his refractory period ;-)


RE: Dumba$$
By jono256 on 10/12/2010 11:31:22 AM , Rating: 2
According to the car number plate he's from Paris.


RE: Dumba$$
By Sazabi19 on 10/12/2010 9:55:01 AM , Rating: 4
From what i see in that still pic up there it looks like she is a fembot/japanese love doll :/ looks creepy as hell.


RE: Dumba$$
By Blood1 on 10/12/2010 10:12:26 AM , Rating: 3
I thought it was a fake mannequin as well. Fem-bot these days I guess. But she is real.
And to the 1st poster, yeah if your not married to it, you would hit it in a second but be married for x years and you'll be just like him in a few..


RE: Dumba$$
By MrBlastman on 10/12/2010 10:16:55 AM , Rating: 5
I dunno man, if you married an attractive wife, you'll always have room in the saddle for her at night.

The only catch is--is _she_ still willing to put out?

I've been married for several years now and I'd still take it daily if I could. Babies kind of put a kink in that though...


RE: Dumba$$
By Blood1 on 10/12/2010 10:19:55 AM , Rating: 2
Yeah, forgot to mention add a baby and it's over...


RE: Dumba$$
By R3T4rd on 10/12/2010 10:55:43 AM , Rating: 2
LOL!
Spoken like a true married man with kids. We take what we can when our wives put out...really.


RE: Dumba$$
By corduroygt on 10/12/2010 11:29:16 AM , Rating: 5
That's how they fixed the oil leak in the Gulf, they put a wedding ring on it and it stopped putting out.


RE: Dumba$$
By clovell on 10/12/2010 3:17:10 PM , Rating: 2
Yeah - if your wife is still that hot after X years of marriage, it's really a moot point.


RE: Dumba$$
By theArchMichael on 10/12/2010 1:50:38 PM , Rating: 2
Yeah she does but thats a plus for me :-)
You just need to find the 'Off' switch after the excitement's over and it's time to... "talk"


RE: Dumba$$
By inighthawki on 10/12/2010 10:21:36 AM , Rating: 2
I uh... think that was the point...


RE: Dumba$$
By Brandon Hill (blog) on 10/12/2010 10:25:12 AM , Rating: 2
Of course that was the point, but what man turns down sex? ;-) Once you get married, the well "mostly" dries up anyway, so you take what you can get :)


RE: Dumba$$
By Anoxanmore on 10/12/2010 10:41:55 AM , Rating: 2
Aww... that doesn't apply with all women Brandon. :P


RE: Dumba$$
By theapparition on 10/12/2010 2:34:54 PM , Rating: 2
Curious statement, because a search on your username brings up a lot of.....interesting videos.

Anything you want to share?


RE: Dumba$$
By Belard on 10/13/2010 8:33:31 AM , Rating: 2
You know, after you see your wife without clothes on several times its not that big of a deal. Now, if she had a cute girlfriend with her in an embrace, then we have something to look at.


"So, I think the same thing of the music industry. They can't say that they're losing money, you know what I'm saying. They just probably don't have the same surplus that they had." -- Wu-Tang Clan founder RZA














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