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.
oh look!
09/11, 01:42am reply
a pony!!
Tofino
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Joined: Apr 2005
What a shame
09/11, 04:55am reply
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!
jarod
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Joined: Apr 2005
Look! It Doesn't Crash!
09/11, 06:51am reply
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.
Wingsy
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Joined: Apr 2005
I'm a Mac
09/11, 11:07am reply
and have been "happy" for years.
balanced
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Joined: Sep 2009
Windows 8
09/11, 11:54am reply
On the next version of Windows 8, they better use a toddler to advertise. This 5+ year-old doesn't convince me enough.
coffeetime
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Joined: Nov 2006
Back to the kids again
09/11, 12:23pm reply
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.
slapppy
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Joined: Mar 2008
Dead in disguise
09/11, 01:23pm reply
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...
IxOsX
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Joined: Feb 2009
This is a real ad?
09/11, 02:23pm reply
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.
steinah6
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Joined: Sep 2009
Great Ad
09/21, 12:30am reply
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!
mishab
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Joined: Sep 2009
1 word for this ad
10/29, 10:23pm reply
embarassing
George3
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Joined: Jul 2008