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June 3, 2009


Microsoft makes you the decider

Bing ad still

Microsoft has launched its new search engine, Bing, and tonight will start showing some TV ads to try to get more than 8% of the market share to use it.

The ad starts with a montage of lots of the internet memes we've come to know and love. The still image above has a bunch of them--you've got the OK Go video, Chocolate Rain, Dramatic Chipmunk, Afro Ninja, the cat on the piano, the monkey on the laptop, Perez Hilton, and on and on.

Then a voiceover says, "While everyone was searching, there was bailing." Then we see images related to the financial crisis and bailout, and flashing text says we're all "lost in links" and suffering from "search overload", as though the current recession is somehow related to popular YouTube videos.

Anyway, then we move on to shots of smiling children using electronic devices, joggers, a rubber stamp that says "Let's go!", and the Bing logo. The voice-over narrator says, "It's time to *Bing*!" in falsetto.

This ad is a little bit better than the Google Chrome ad with the colorful toy blocks, but it seems to be targeted to people who don't enjoy the internet. The ad says that old search engines (Google) are for using interactive sites like YouTube and watching funny videos, and for reading news about the economy, which is more or less how most people actually use the internet. But this new search engine isn't about that: it's more focused, and it's for "deciding". The ad calls it a "decision engine", not a search engine. It's like Microsoft actually wants you to think "I'm the decider" while watching this ad.

Here are Bing search results for Bing Crosby and Steve Bing (number one related search for Steve Bing is Rick Santorum, ha!)

You can watch the whole ad on YouTube, that symbol of woefully outdated internet search, or just turn on the TV over the next few days.

categories: Media, Technology
posted by amy at 2:48 PM | #

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