Microsoft unveils IE8 ad campaign starring Dean Cain, and vomit
Microsoft has a very mixed history when it comes to advertising. Some campaigns have been good, most have been nothing short of awful. This year has already seen the brilliant ‘Laptop Hunters’ editions of the ‘I’m a PC’ campaign, and now we have a batch of ads to promote Internet Explorer 8. They’re interesting, to say the least.
Internet Explorer was, at one time, the only Web browser anyone really used. Then something strange happened – rivals started improving by huge leaps, and Web savvy consumers started realizing there were alternatives to IE on the market. Now, Internet Explorer only just controls the majority of the market, with Firefox, Opera, and Chrome creeping up fast.
So it’s really no surprise to see Microsoft launching a new ad campaign to publicize IE8, the latest iteration of its browser. What is a surprise, however, is the style and content of the adverts. They all star former Superman Dean Cain, all end with the “Browse Better” tagline, and all use acronyms in an effort to be humorous and memorable. They all work too, but some are better than others.
There are four adverts, all of which are currently Web-only. Dean Cain stars in them as an old-style advertising executive like someone out of Mad Men.
S.H.Y.N.E.S.S. focuses on IE8’s ‘Accelerator’ function and features some Lolcats. F.O.M.S. tries to promote ‘Web Slices’ and features a fat guy with a monitor for a head. While G.R.I.P.E.S. does nothing more than mock old people and their inability to grasp technology.
But the most controversial ad of the bunch is O.M.G.I.G.P., which is designed to promote the ‘InPrivate’ private browsing capability of the browser. It does this by pulling no punches, instead revealing the most obvious use for the feature – to allow a husband or boyfriend to look at porn without his other half ever finding out.
I actually like all the ads, even the one where, on first viewing, the projectile vomiting takes you a little by surprise. A lot of people are whining about this ad in particular as if it’s something sick and unnecessary. On the contrary, it has the ability to shock and amuse, and is definitely the most likely candidate to become a viral video hit.
As much as I like this ad campaign, and I really do, there’s just one problem: it’s an ad campaign for Internet Explorer 8. These ads are pitched at the mainstream, the exact market which still uses IE because it doesn’t know any better. The rest of us have moved on to better browsers and will likely continue to do so, no matter how good or bad the advertising campaign is.
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July 2nd, 2009
*WARNING* Do NOT use Internet Explorer 8 – this web browser has unacceptable security vulnerabilities.
July 3rd, 2009
IE8 is rubbish. We all know that, Microsoft also knows that. I don’t get why they’ve produced adverts for IE8 as the only way to persuade the more tech savvy users who’ve migrated to a better browsers to return is to make a much, much, much better product. And can anybody honestly see Microsoft surpassing Firefox or Google Chrome in terms of quality? Not a chance. They are ahead of the game, and Microsoft should just accept defeat as opposed to wasting money on a dud product. They’ve got a majority market share at the moment, but are losing it for a reason.
July 3rd, 2009
“[..] on first viewing, the projectile vomiting takes you a little by surprise.”
That has to be understatement, doesn’t it? When it comes to marketing, Microsoft seems to lurch between ineffectual and the truly bizarre. If the ad is a reflection of Microsoft’s thinking, it is no wonder that their products are rubbish and they are bleeding market share.
July 4th, 2009
This is one fantastic ad…for Firefox. lol