Microsoft’s new Windows Phone ad fails to impress
There we all were thinking Microsoft had finally nailed this advertising lark. And then along comes this strange new advert for Windows Phone (formerly Windows Mobile) and it all goes to pot. The first question to be asked is, ‘What the hell?’ The second, ‘Seriously, what the hell?’
Microsoft was, for a long time and until quite recently, an old-fashioned company that just didn’t seem to get advertising. Maybe it didn’t need to because its products were guaranteed to sell and be used regardless. And then along came Apple, which provided serious competition, and everything changed.
All of a sudden, Microsoft found itself having to care, having to do more than throw some money at a bad concept and hoping it would work. We then got the ‘The Real PC’ campaign, and have since had the successful ‘I’m A PC’ campaign, ‘The Rookies’ campaign, and the controversial but very effective ‘Laptop Hunters’ campaign.
The latest campaign, for Windows 7, which was unveiled at the end of September, shows Microsoft effectively morphing into Apple, at least where advertising is concerned. So we get cool ads with strong branding throughout and the message delivered without being forced down your throat. Which are all plus points.
But Friday saw Microsoft’s new advert for Windows Phone unveiled online. It was first spotted by Fake Steve Jobs who pretty much said it all with, “Dancing Twitter icons do not translate into cutting-edge advertising.” He’s right you know.
The concept is simple enough. Here are all these applications such as Email, Messenger, Word, Internet Explorer, MSN, and Twitter which until now have only been available at home. Now, with the new range of Windows Phones, they are also available on the move. But why they have become dancing icons TechCrunch compares to Jackass‘ Party Boy is anyone’s guess.
Interestingly, Twitter is the only non-Microsoft app featured, which says a lot both for how much Microsoft covets it and how it is the buzzword (or app) in social networking.
But that still doesn’t really explain the ad or make it any better.
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