Microsoft today released a new TV ad for Internet Explorer 9 to illustrate a more beautiful web. Even though the ad is for a browser, it’s also the big break for the UK sing-songwriter Alex Clare who Microsoft dedicated nearly the entire press release to promote. The ad is directed by the talented Keith Rivers (who has produced some great Microsoft ads like Windows + Andrew Belle and The Future of Technology).
In short, I think it’s a good attempt. It shows off the cool technologies and features of IE9 with nice visuals and audio, but doesn’t really strike any emotional chords like Microsoft intended it to. Compared to Google Chrome’s Dear Sophie which I would argue is the best ad for a browser to date, Google turned the browser into a life story whereas Microsoft is still trying to sell the feature list.
The ad will be screened in the United States, United Kingdom and German markets. A 30-40 minute documentary of the ad with behind the scenes footage is said to be released in a few weeks.