Bing TV ad: a first look

by Dan Leahul, revolutionmagazine.com 04-Jun-09, 10:45

LONDON - Microsoft has rolled out the first television ad for its Bing search engine, as part of its upcoming $100m multiplatform campaign created by JWT, branding Bing as a 'decision engine'.

The minute long spot opens up with a number of familiar internet memes, including 'keyboard cat' and 'afro ninja', with a voiceover saying "we don't need queries and keywords if they bring back questions and confusion."

The ad continues with a number of flashing images with 'search overload' written across the screen, a voice over reading "staring today we need the right information to make the right decisions. Decisions that help us feel right. Decisions that helps us get to the right place at the right time."

The ad concludes with "Ladies and gentlemen, it's time to bing and decide."

Unsurprisingly, the ad has received harsh feedback from YouTube commentators, some questioning if the ad is a genuine Microsoft spot or not.

Microsoft's campaign rolls out in the US today across television, print, radio and online, including across Google.

Ads in the UK are excepted once Bing officially drops its beta label, about six months from now.

Microsoft's Bing Manifesto:

Comments

Alan Kittle - 04/06/2009

Thank you Microsoft for telling me what I need. Oh. My. God. Could they BE any more annoying? Bing.

Richard Hayter - 04/06/2009

Hold on... Google caused the global financial crisis? WTF?

Mark Palmer - 04/06/2009

One of the rumours circulate the tech blogoshere on BING is that the name is an acronym for Because It's Not Google. Fascinating that we are now in the world where onlinecompanies like MSN and recently Goole\(Chrome) have woken up to the fact that sometimes you have todo marketing where you pay to put out a message to encourage behaviour to change. Will Yahoo be next?