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.

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  1. I’m one of the 90% who uses my iPad while lying in bed or sitting on the sofa – I find my snap on leather cover a total waste of money, but I do think an attached “kickstand” concept could be cool/useful…

    1. oops. oh no, not him in that video, it’s bad enough to see underaged girls in there, but if PedoPerve Ballmer was in there, i’m open-minded but that’s too much bad taste in one go…

  2. Those cash cows approve by the gov to continue generating billions for MS are put to good use. Spend it all MS. Triple no quadruple that ad budget. You can afford it, you know you can!

  3. My question is………and this ad didn’t answer for me. What does the Surface do better then the iPad? How is this product better then iPad? Other then a keyboard that clicks on to the device which is supposed to be a touch interface….oh and a stand! This is by far one of the worst commercial I had seen for a Tec
    product. Hey, some of dancers where hot!!!!!

  4. Oh, hell yeah! People of every demographic dancing with some pad-like thing and it makes that clicking noise when you attach the Fisher-Price looking keyboard. It doesn’t get any better than that! Where do I buy one so I can make that clicking noise!
    Seriously, is Microsoft on freaking crack. Their craven squandering of billions in search of the ever-elusive (for them) “cool” label is beyond tedious; it’s actually become an insult to consumers, many of whom are far more tech-savvy than Microsoft is giving them credit for being.

    1. You mean like the thousands of businesses and millions of people who use it for engineering, law, teaching, hospitality services, learning, homework, flight plans, dentistry, patient records, menus, taking orders, point of sales, storyboarding, writing, playing, video games, music, videos, taking pictures, editing videos, email, calendars, contacts, travel planning, navigation and video calls?

      Oh, wait, that’s the iPad and iPhone. Never mind.

    2. If this commercial says “productive” to you, then you must be the lead in an off Broadway musical. Otherwise, NOTHING about this ad says “productivity”.

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