Microsoft has began promoting its new “Be what’s next” tagline with a duo of TV ads scheduled to air during the 68th Golden Globes awards presentation on January 16. This will be the first time Microsoft promote it to the public since its trademark late last year.
To fit in with the theme of the event Microsoft is sponsoring, the two ads – one briefly mentioning Windows Phone 7 and the other Bing, shows off a number of aspiring actors hoping to make a name for themselves. The text “You don’t know them. But you will” appears before the voiceover “Windows Phone pre-congratulates the Golden Globe winners of tomorrow” is heard.
Although the ads are motivating, especially to screen actors, they lack a sense of inspiration that I think was much stronger in previous Microsoft brand campaigns like the “You see” ads for the “Your potential, our passion” tagline.
On a related note, I feel the arbitrary product placement of WP7 and Bing are extremely out of place and distracting from the otherwise sincere message. Perhaps it might have been much better if it just said “Microsoft pre-congratulates the Golden Globe winners of tomorrow”. What do you think?