Microsoft airs first TV ad for Surface tablet (with video)

Microsoft on Monday kicked off a $1 billion advertising campaign for Windows 8/RT featuring its Surface tablet on ESPN’s Monday Night Football.

“With the first Surface spot, Microsoft focused on the “clicking” noise made when a user attaches the tablet’s magnetic keyboard-cum-cover, as well as the soft snapping sound heard when the unit’s kickstand is opened and closed,” Mikey Campbell reports for AppleInsider. “Taking more than a little inspiration from successful iPod commercials, the ad features a troupe of dancers who manipulate the device to create a drum break-like beat that slowly builds to a crescendo of feverish clicking and snapping.”

Campbell reports, “Not much is shown off in the way of device specs, or even the ARM-based Windows RT version of Microsoft’s new operating system powering the Surface.”

Read more in the full article here.

MacDailyNews Take: Zunetastic!

90% of iPad user we talk to use their iPads most while reclined in a chair or on a sofa. Microsoft should have asked iPad users where they use their iPads most and they wouldn’t have wasted time on that kickstand. Microsoft named the thing “Surface,” because you need a large flat surface upon which to set up your superfluous keyboard and use your dumbass kickstand.

The whole thing — the dorks-trying-way-too-hard TV spot, the kickstand and its click, the unnecessary rubber keyboard, the “VaporMg” paint job, Windows 8/RT, Microsoft and, of course, their CEO — are all just woefully off target and painfully stupid.

Related articles:
Apple’s ‘iPad mini’ to obliterate Microsoft’s Windows 8, Surface RT tablet launches – October 13, 2012
Acer CEO to Microsoft: ‘Think twice’ about Surface tablets – August 7, 2012
Microsoft Surface tablet pricing leaked; US$1,000 for ‘cheapest’ Windows RT model – July 26, 2012
Ballmer: Uh, yeah, ‘Surface is just a design point,’ you know – July 10, 2012
Microsoft’s Buffoon, er… Ballmer throws down gauntlet against Apple – July 10, 2012
Microsoft reportedly dumps ‘VaporMg’ chassis, will use ‘VaporMg’ only as ‘surface treatment’ – July 9, 2012
Microsoft’s downfall: Inside the executive e-mails and cannibalistic culture that fueled Microsoft’s lost decade – July 7, 2012
HP said to dump Microsoft over Surface; to cozy up to Google Android for tablet efforts – July 2, 2012
Bad news for Microsoft’s iPad killer? – July 2, 2012
Dear Microsoft, Steve Balmer and Bill Gates: What is up with your obsession with keyboards? – June 28, 2012
Jason Schwarz: Top 10 reasons why Microsoft’s Surface is DOA – June 22, 2012
Why I love Microsoft’s vaporware Surface tablet – June 22, 2012
Microsoft’s Surface tablet said to be Wi-Fi only at launch; no 4G, no 3G, no 2G, not even 1G – June 22, 2012
Microsoft outsources Surface assembly to Pegatron; prices above $799 for Windows 8, above $599 for Windows RT expected – June 21, 2012
Acer founder: Microsoft will quit making tablets soon – June 21, 2012
Devastating video shows Microsoft’s Surface event aping Steve Jobs’ iPad unveiling (with video) – June 20, 2012
Thanks to Apple, Microsoft is doomed in the era of mobile computing – June 20, 2012
Why wouldn’t Microsoft let anyone touch its Surface tablets’ keyboard cover? – June 20, 2012
The cost of Microsoft’s Surface tablets – June 20, 2012
Apple’s revolutionary iPad vs. Microsoft’s anti-tablet ‘Surface’ – June 20, 2012
Microsoft’s Surface tablets provokes ‘sense of betrayal’ among Windows PC assemblers – June 20, 2012
Fox News: Copier Microsoft is doomed to fail with Surface tablet – June 19, 2012
Microsoft’s Surface tablet destined to be as successful as the Zune – June 19, 2012
Surface: Why Microsoft’s big mystery turns out to be a big mistake – June 19, 2012
Microsoft’s Suicide, er… ‘Surface’ – June 19, 2012
ZDNet Sr. Tech Editor Perlow: Microsoft’s Surface has catastrophe written all over it – June 19, 2012
Microsoft previews own ‘Surface’ tablet – June 18, 2012
Microsoft touts ‘major’ June 18 event said to showcase Windows RT tablets – June 15, 2012
ZDNet’s Kingsley-Hughes: Microsoft’s Windows 8 is an awful, horrible, painful design disaster – June 8, 2012
Analyst meets with big computer maker, finds ‘general lack of enthusiasm’ for Windows 8 – June 8, 2012
Dvorak: Windows 8 an unmitigated disaster; unusable and annoying; it makes your teeth itch – June 3, 2012
The Guardian: Microsoft’s Windows 8 is confusing as hell; an appalling user experience – March 5, 2012
More good news for Apple: Microsoft previews Windows 8 (with video) – June 1, 2011

102 Comments

        1. wow. what insight. u r right ; )

          must be perve Ballmer’s fetish.
          after all, he’s the most uncivilized ceo loudmouth monster on stage worldwide – 1 ugly mf! or is it pf?

    1. Very good ad! I will use my iPad at home, but when I want to dance, I will use my Surface. Expect Microsoft to score big with Dancers. I just bought tickets to the new Broadway show called “The Surface”!

    2. oh, so true, so empty “inside”

      all ms does is shallow-hal-like

      not 1 feature of the new product is mentioned.
      the biggest innovation: clicks!

      flabbergasting how ms, despite failing every project in a decade, is still taking users for granted, mocking them, disrespecting their intelligence, spitting on their hard-earned money to buy ms crapware.

      the click feature is insulting – F’ MS!

    1. I was thinking the same, we have families in need, people who cannot afford a doctor, kids going to bed hungry, and those jokers blow away $1B for this?
      And if I hear one more time that Gates is a philanthropist, I am going to puke, the real philanthropist does not talk about his deeds.

      1. I hate MS as much as anyone, but sheesh! Let them spend the money!! That is money being put back into the economy in advertising jobs and revenue for ad agencies, newspapers and magazines, websites, and other media. I would much rather see MS spend money this way than in buying good companies and ruining them.

      2. This comment is a crap. I belive MS product is crap but money is theirs and its none of f…n your business to comment. Apple also got lots of money. So this comment is silly.

        I think they are wating their money but if you look at then they have to do something so its fair that they try to atleast compete not copied like some thief’s do

        1. I don’t care what anyone says, a billion dollars is too much money to introduce a gadget.

          The Veterans Affairs (VA) administrative budget is 947,000 dollars. That is what they will spend to administer the entire 140-billion dollars VA program in 2013.

          The VA will process 1.2 million claims in 2013, adding to the existing million claims in the hopper for 2012. The administrative budget represents .67% of the total 140-billion for 2013.

          The IT budget is 2.47% of 140-billion!

  1. Wow. We tech people know what they are selling, but what does Average Joe Consumer think? They’re selling a clicker? This is going right over the head of most folks. It’s nutso insane and meaningless jibber-jabber. I’m continually amazed at how clueless a big corp like Microsoft can be.

    1. To me it looks like they are selling keyboard attachments for an iPad. And that clicky thing on the back. I think the biggest failure of the ad was in not telling exactly what they’re selling.

  2. I for one welcome another American company with some stones to the marketplace. Pays to keep Apple on its feet. MS is famous for grinding it out with successive iterations to any project it sets its mind to. I would love to shut out Southeast Asia from the tech high ground. By that I mean innovation, concept, design, implementation. Leave assembling to them and that is all. So what if their drones can do it cheaper. They can only copy, and shoddily at that.

    1. I agree with the sentiment for those of us who live in the US. Though I’m not sure MS is famous for “grinding” their way to hardware success. Xbox and 360 have been good from the beginning because they let that team do their own thing. Zune and Kin, neither of which were the usual MS clusterturds, died because of Microsoft’s horrendous, though pricey, marketing ability and internal infighting.

      Will Surface follow Xbox or Zune/Kin? I do think they will stick to this much longer, as you suggest. However, based on their lackadaisical announcement (price?!?!) and Balmer’s bizarre follow up (design point?!?!), they seem to want to fuck this up, as well.

      This ad was not as awful as The Social or the skeevy adverts for Kin. However, a song and dance routine with bad, popped up dub step? Amazing production values, but that’s about it. Which doesn’t mean the product will be bad, but they certainly haven’t shown they have a clue how to market it. That probably won’t kill the Surface, for which many MS fans have been dying. They need to get people to buy this instead of and iPad or Kindle, though. Between their horrific taste in marketing and their decision to make Surface a tweener, I don’t think they are going to hurt either of those products much.

    2. You are Dreaming. American companies are run by greedy assholes who would let psychotic grannies from Mongolia manufacture their crap if it made them some more MONEY.
      This ad is DUMB. All the Surface can do, apparently, is click some piece of redundant keyboard thingy.
      Big Ass Table anyone?

    3. “MS is famous for grinding it out with successive iterations to any project it sets its mind to.”

      Yep. They’ve been “grinding it out” with successive tablet computer failures since 2001. Why stop now?

    1. I don’t even get to use ‘my’ iPad. My three year old daughter uses it to watch kiddie tv, movies and play games.
      There is no desk, just the pillow, her lap or the gizmo hanging off the back of the headrest in the car. It’s been like that for nearly 2 years and three iPad generations. No clicks required.

  3. *sigh* more of Microsoft trying too hard to be Apple in everything. You have a somewhat good thing going for you here with WP7 getting bigger in consumers eyes, what with android on its way out, and Xbox not sucking so much – don’t ruin it and push your luck with your new Zune tablet and windows weight/wait.

  4. Actually the advertising is dead on accurate for the product imho. A detachable keyboard and kickstand just drive the point home that this thing is neither at home with just touch or a keyboard.

    Like the product itself you’ll be stitching together your keyboard to your surface in order to actually use the device. Some aspects will be touch based and hey for the times when its glaringly obvious that the old mouse driven windows interface is showing you’ll be able to use your keyboard lol

  5. I have to grant it to Microsoft:

    At least it’s not a blatant copy of the iPad, as the Android tablets are.

    I’m not saying it’s better. But at least you can say they did things in a different way. At least it makes me curious about how would it work. I like it better than Android so far.

Leave a Reply to temprakneeoh Cancel reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.