All right. I was wrong. The Microsoft brand campaign is actually brilliant. My initial impression of course was why is Microsoft trying to be all cool and quirky. Now I understand. This campaign isn't repositioning the brand as cool--whatever that is. It's also not throwing some product functionality in our faces to prove that Microsoft is innovative.
Microsoft is neither cool nor innovative, and this campaign is solely developed to remind us what Microsoft is: the boring guy in the poorly-tailored khaki pants who just kind of goes through life living it. Nothing is wrong with being that guy. Being the brand of bland is differentiated and compelling. But most importantly it's not trying to make something that's totally not cool, cool.
That's cool.
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Microsoft is neither cool nor innovative, and this campaign is solely developed to remind us what Microsoft is: the boring guy in the poorly-tailored khaki pants who just kind of goes through life living it. Nothing is wrong with being that guy. Being the brand of bland is differentiated and compelling. But most importantly it's not trying to make something that's totally not cool, cool.
That's cool.
Find more videos like this on AdGabber
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