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


    1. Yes Microsoft ads do cost much more $$ than Apple ads but ultimately ending up selling significantly less product. A billion dollars for not even 1% of the sales that Apple typically does.

  1. Some of the $1B was also spent on buying out all of the advertising in one (or more) of the SF BART stations. And the whole area inside the toll gates is a large pink square with the logo “Surface” in the center.

    Clearly part of the target market is commuters.

  2. That’s the most Surfaces we’ll ever see in one spot.
    Geez Microsoft the whole point is to work hard to not look like you’re working hard. This ad is trying way too much. It’s unusual to combine predictable with nonsensical, but you’ve succeeded.

  3. nothing is new in this product?!

    these MS asses can’t even think of not copying apple’s magnetic cover.

    the only innovation seems clicking noise?!

    how much longer can anyone take MS crap / insults?!

    reason the product sucks before lunch even:
    what an incestuous firm.
    they can’t think worth shit.

    MS® Another Failed Product for 10 Years Straight™

Reader Feedback

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