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Microsoft tries positive tone in first Windows 7 ad

updated 10:45 pm EDT, Thu September 10, 2009

Microsoft's first TV spot for Windows 7

Microsoft tonight reversed course on its ad strategy with the launch of its first Windows 7 ad. The 30-second TV spot (seen below) draws on the same little girl, Kylie, that starred in a Windows Live Photo Gallery ad in February and avoids the pseudo-realistic but targeted anti-Apple attacks that have characterized the "Laptop Hunters" ads. Instead, the commercial is uniformly positive and has Kylie say she's discovered "happy" words about Windows 7 from reviews, which she then puts into a slideshow using Windows Movie Maker.

The ad reflects a cautious optimism at Microsoft, which with Windows 7 has fixed a large number of the performance and compatibility issues that affected Vista as well as produced more meaningful user interface changes, such as the revamped Windows taskbar. During both the "Laptop Hunters" campaign as well as the preceding Gates/Seinfeld ads, Microsoft conspicuously avoided mentioning Vista and often focused on the cost of the hardware versus Macs or the implied greater choice behind the Windows brand.

The reliance on cost is believed to have hurt Apple initially but lost momentum as lower-priced MacBook Pros forced Microsoft to trim its ads and spurred a resurgence in notebook sales for Apple.



By Electronista Staff
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Comments

  1. Tofino

    Fresh-Faced Recruit

    Joined: Apr 2005

    +3

    oh look!

    a pony!!

  1. jarod

    Fresh-Faced Recruit

    Joined: Apr 2005

    +6

    What a shame

    They are ruining this poor girls reputation and future by pointing her in a ad for the worst company known to man kind. Someone should sue MS for abuse!

  1. Wingsy

    Fresh-Faced Recruit

    Joined: Apr 2005

    +3

    Look! It Doesn't Crash!

    If a Windows ad has to specifically call attention to the fact that it is "stable", it makes you wonder why they have to mention that at all. It's like buying a rowboat where the display sign says "Doesn't Leak!". I would hesitate to take it out without a life vest.

  1. balanced

    Fresh-Faced Recruit

    Joined: Sep 2009

    0

    I'm a Mac

    and have been "happy" for years.

  1. coffeetime

    Mac Enthusiast

    Joined: Nov 2006

    0

    Windows 8

    On the next version of Windows 8, they better use a toddler to advertise. This 5+ year-old doesn't convince me enough.

  1. slapppy

    Fresh-Faced Recruit

    Joined: Mar 2008

    0

    Back to the kids again

    Back to using kids again doing stuff everyone knows they can't do on their own, specially on a PC/Windows POS. I wonder how many takes it took when the kids kept saying "I'm a Pee Pee" by accident.

  1. IxOsX

    Fresh-Faced Recruit

    Joined: Feb 2009

    0

    Dead in disguise

    If windows 7 is some product that have a final small touch of Balmer influence... You should not believe in it!!! When I see this little kid, I remember Balmer in front of her showing some candy... And then ZAPPP... I am just VERY scared for her!!!!! Pour girl...

  1. steinah6

    Fresh-Faced Recruit

    Joined: Sep 2009

    0

    This is a real ad?

    I still don't believe this is a real ad until I see it on TV, at which point I will probably shoot whatever I'm drinking out my nose in laughter.

  1. mishab

    Fresh-Faced Recruit

    Joined: Sep 2009

    +1

    Great Ad

    This tv ad is fine. Microsoft knows how to spend their dollars and hire the best ad agency out there. I do not know much about Windows 7, but I heard nothing but positive reviews. I just hope Windows 7 can repeat the hype of Bing and new Zune HD. Amazing come back Microsoft!

  1. George3

    Fresh-Faced Recruit

    Joined: Jul 2008

    0

    1 word for this ad

    embarassing

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