First Windows 8 ad touts ‘reimagined’ operating system, focuses on touch

With the release of Windows 8 now less than two weeks away, Microsoft is giving the first glimpse of the approach it will take to market the new operating system — the first wave in an unprecedented advertising blitz that will accompany new products from the company for the holiday season.

The Windows team posted this ad to its YouTube channel a short time ago. What do you think?

There’s a heavy focus on touch input, not just on tablets but on desktop computers. The tag line, “Windows Reimagined,” underscores the massive overhaul that this version of the OS represents, and sets the stage for the adjustment that users will have to make to learn the new Windows version.

We spotted the ad via Neowin.

  • Guest

    It’s certainly eye-catching, but overall I disapprove. I would instead prefer to see 29 seconds of footage of a person using Windows 8, with no added or ambient sounds, in a distinctive way. The last second of the ad would include “WINDOWS 8″ superimposed over the lower third of the screen.

    I don’t want my computering experience to be defined by alternative rock blaring and children jumping around like on Candlemas morning. I would prefer a professional, pragmatic approach to marketing Windows.

    • bingo

      I think that’s the fundamental problem. Windows 7 represents a professional pragmatic approach (with appropriate eye candy), iOS also is pragmatic and beautiful within its mobile constraints. Windows 8 somehow doesn’t appear pragmatic but awkwardly “reimagined” out of a confusing agenda, like Microsoft Bob. Reminds me a bit of Homer Simpson’s attempt to “reimagine” a new design for a car.

      • guest

        iOS is beautiful? What color is the sky on your planet?

        • bingo

          What’s Metro then? LMAO

          • guest

            Not iOS, for starters, which was the topic.

          • http://www.facebook.com/profile.php?id=1593292244 Travis M Bruno-Erck

            I don’t recall this article being about IOs Apple fanboy. Dolt!

    • BrentR

      ‘Candelmas morning’? Holy nerd out. ’29 seconds of footage of a person using Windows 8, with no added or ambient sounds, in a distinctive way’? Yeah, I can’t see anyone skipping that ad.

      Seriously, it’s a good spot. The song, editing, and experiences on display are catchy and compelling. It will get peoples’ attention which is the goal. Professional and pragmatic are in the eye of the beholder.

  • bingo

    The ad looks very nice! However the UI still sucks on desktops, so I wonder how the product will ultimately be perceived. An “unprecedented advertising blitz” somehow tells me that Microsoft know very well that their new OS is lame. “Windows 3.1 Reimagined”.

    • guest

      You’re a broken record. Get some new material.

      • bingo

        I’m saving the new material for when Win8 has failed spectacularly and Ballmer has left. So 6 months give or take.

        • guest

          You probably said the same thing about W7, just under a different alias. I guess if you keep predicting it long enough you’re bound to be right eventually. Must be fun being you. Or not.

  • guest

    Ok as an awareness ad, if they want to move tablet units, they need to focus more on consumer benefit vs. Kindle Fire and iPad/iPad Mini.

  • Bob

    It appears to be an awareness ad, as guest said below and as MS has done in the past. I’m sure some advertising exec can ramble on about how important those are. But as a consumer I’m more interested in seeing concise inspiring examples of where the product is superior to other options. I assume that’s coming too. But for me this one is mostly low value noise.

    • bingo

      Is there any particular reason why we’d assume that it even is superior to other options?

      • Bob

        Not what I said. But it’s exceedingly unlikely that a bunch of very smart people, with the experience and track record to run a multi-billion dollar business unit, spent three years and untold R&D dollars creating a product that offers no competitive advantages. Indeed, I’ve already experienced some of them. But as I did say, I’m looking forward to hearing MS’s view of what they are.

  • guest

    Seems like another Crispin Porter + Bogusky ad. The same guys who bombed with the previous Gates/Seinfeld spots. MS doesn’t need quirky. It needs innovative and effective.

  • guest

    Meh. The last time they touted reinvention was W95. I went back and took a look at that ad, start me up, which is one of the best campaigns MS ran before apparently forgetting how to market. Even dated as the W95 spot now is, it’s still much more effective than this one, at least in my estimation. More views of what the product actually does that’s new (or was then). A killer musical score vs an annoying one. Aspirational. Just all around better.

  • guest

    Even though MS has finally made technical strides to bring their various product offerings into alignment (W8, WP8, even Xbox services on those), their advertising still feels bipolar. An Apple ad is immediately recognizable as such (minus a couple notable failures recently). Doesn’t matter which specific product is being touted. Not so with MS, even in the same family. Example: the very cool Surface ad vs this. Nothing alike. Consumers want to buy into a vision, not just a product. Apple gets that. MS still has work to do.

  • Paul_Owen

    It’s a solid brand ad with integrated look and feel on the existing Surface ad. Surface ad here: http://www.youtube.com/watch?v=dpzu3HM2CIo

    • guest

      Yeah, great ad. But not done by Crispin, and not in any way similar to theirs. I’m reading reports today that Surface will get $400 million of the Windows 8 ad budget. If correct, I don’t see how they make a profit after factoring in manufacturing, R&D, distribution, warranty and marketing, at least not in year one, or maybe years two, three and four either ;-).

  • Guest

    FWIW, I can’t get the video to load on your page. It’s just a black screen of death. Seriously.