I have a feeling that there’s something new about Microsoft, but I may be wrong. Here’s what I’m talking about.
To celebrate the arrival of Internet Explorer 8, Microsoft has produced a pretty nice and cute ad that tells the story of the internet. It’s sweet, and it treats the web with a sense of humanity.
Now, someone could say that it’s the same old story we experienced with Vista already: MS pours money into advertising to fool consumers about a poor product, instead of fixing it.
However, there are two things I like about the ad for IE 8.
Firstly, it’s sweet. Tender. It shows genuine affection for the web, something users all over the world are reluctant to give Microsoft credit for, given how disappointing its web properties, and namely IE, have been so far. And it shows this kind of affection in a human way, celebrating the flaws of the web alongside its virtues, and loving them both.
Secondly, if you visit the Internet Explorer 8 channel on Youtube, you find more good stuff like this: ok, it’s been online for six months already and so far only reached less than 600 views; ok, I don’t quite get the point of what it’s trying to say; but it has a nice tone of voice. And that’s quite something, considering how poorly Microsoft has historically performed in terms of brand personality.
I’m left wondering if CrispinPorter is somehow behind this…
Final Burp: if Microsoft keeps going down this route, they will soon and for the first time become the non-arrogant side of the big PC vs Mac divide. And who knows what will follow…