Microsoft kicks off “Be what’s next” tagline with Golden Globes TV ads

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?

9 insightful thoughts

  1. I agree, very nice ads; I wonder who came up with the good idea and who almost ruined it. Microsoft still needs to learn when and where to place its products…

  2. I feel as if two distinct teams played a role in this. Like mauricio said, a very inspiration/good-spirited team and then marketing.

  3. There’s nothing unusual about the format of a company/product advertising with a message. You will find endless examples on TV. These are fine.

  4. Nothing wrong with getting the bing and windows phone products in front of people. In fact, this is exactly what’s needed to increase mindshare and marketshare for these critical Microsoft products. These should resonate very will the the audience for the Golden Globe awards show.

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