Re:Microsoft's Surface sales figures are in, and they're hid...
by Gormo on Wednesday July 31, 2013 @07:32AM
(#6132944)
I've got to concur with him about the commercial.
It does nothing to explain what the product is, let alone why you'd want one. It doesn't offer any abstract brand associations for people to connect to Microsoft. It's just a short video of bunch of people dancing frenetically around a courtyard, and if you blink, you could miss that it's got anything to do with MS at all.
The only thing it seems to actually tell you about the product, if you're paying very close attention, is that there's a flip-up stand built into the back of it. They were using that stand clicking into place as the source of the percussion for the music track. That's it - if you pay close attention and consciously look for the product they're selling, you discover that it's a commercial for a plastic stand.
It does nothing to explain what the product is, let alone why you'd want one. It doesn't offer any abstract brand associations for people to connect to Microsoft. It's just a short video of bunch of people dancing frenetically around a courtyard, and if you blink, you could miss that it's got anything to do with MS at all.
The only thing it seems to actually tell you about the product, if you're paying very close attention, is that there's a flip-up stand built into the back of it. They were using that stand clicking into place as the source of the percussion for the music track. That's it - if you pay close attention and consciously look for the product they're selling, you discover that it's a commercial for a plastic stand.