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Microsoft debuts new Surface Pro commercial at the Grammy’s–fails to explain the product

Selling a product is more than just telling people how awesome it is. You need an emotional connection as well. And the new Surface Pro commercial that debuted tonight seems to hit the emotional side hard. It’s hip and trendy and spirited. But if you don’t now what a Surface Pro is you’ll probably say it’s something like a large Galaxy Note…you know, it uses a pen. To me, it feels a bit premature to sell emotion when the audience hasn’t been introduced to the product yet.

It’s reminiscent of the Surface RT commercial but there’s a pen involved and the use of the word Pro. What’s the product?  Of course you know the product, but you are not the mass market.

Judge for yourself: