Had a few Tweets that were stemming from an article written by David K about the Surface Pro commercials during the Grammy’s. He felt that they failed to explain the product. Even though Ramon and I, who are much cooler than he is BTW, respectfully disagreed, he has fired back and said that BGR also thought the same thing. I thought the commercial was hit all the highlights and did a good job":

  • Business Class
  • Stylus (s?) are for cool people
  • Keyboard and cover are the bomb but pricey
  • Fresh UI
  • Beat boxin’ with a mic plugged in






So I was thinking it nailed it and wondered if this was bad, then how bad is the Apple commercials. The last memorable Apple commercial in my opinion was Get a Mac Series. Running from  2006-2009 (Does it seem that long ago?) the I’m a Mac and I’m a PC guys were hilarious. Bill Gates and Steve Jobs characters were brilliant and funny.  

Given the challenges facing Microsoft to become a force in the smartphone market, reinvent themselves in the PC market, and stay the leader in the console gaming industry, I think this is a good commercial. So what you got next Apple? What’s your next memorable commercial?

Wait, and was that William Hung making a guest appearance?


  1. Man I’m not the fanboy – I’m telling you. Look, the ‘retina display’ commercials and the ‘siri’ commercials. They sell a product and emotion. When in the new Surface commercial do you learn that there’s still Windows on that thing. You know, like Word? How do you know, from the commercial, that this isn’t just an iPad competitor with a keyboard? A new Note maybe? This is a new tablet with a full OS. I was this mother fucker on tv with a usb dongle, HDMI out, with Word on one screen and a an external harddrive…show me that this thing can do business…and then play Angry Birds and last all day:) That’s a product I want to buy. I want to work and have a tablet for afterwards. They didn’t show that this was something better than Android or iOS.

    • How can that all be done in 30 seconds (like my tweet said)?
      I’m glad they didn’t try the whole apple approach of taking one minor, half-done, weak, and old (as in been on mobile devices for years now) “feature” and try to convince people they invented something… like panarama pics.

      What I’m hoping MS is doing with these ads is an, “Ok, now that we’ve got your attention…” type of thing.
      So far they accomplished something by selling out, and having everyone talking about it. So I guess we’ll see.

      • I’d propose a ‘Surface does” style add. Take the original Droid ads and go that style.
        Does your tablet run Office? Does your tablet have a cover that’s also a keyboard? Does your tablet have Xbox live?
        Does your tablet print?

        30 seconds and you’ll get a lot out.

  2. By the way…has anyone seen those clever “I’m a mac i’m a pc ads?” they seemed to have disappeared.

  3. Its hopefully just an “attention grabber” commercial. David’s Surface Does concept is a good one.

    Not every commercial is meant to sell a product. First you have to get in the mind of the consumer. Now Microsoft needs to craft a narrative to get the consumer to have an emotional connection. Given the price of the Surface Pro they have to sell the premium experience angle.

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