Microsoft Bing recently became the No. 2 search engine in the U.S., surpassing the company’s partner Yahoo with 15 percent market share. Yes, everything is relative, and Google still dominates the market with 66 percent. But any momentum vs. the search giant is an accomplishment.

Now the Redmond company is looking build on that momentum with a high-profile ad campaign launching this weekend.

The campaign will debut on Sunday during the NFC Championship football game. The first spot features American snowboarder Kevin Pearce, and telling the story of his recovery from a traumatic brain injury. The subject is notable given the news of a Canadian skier, Sarah Burke, who died this week after an accident during a training run.

Future installments will tell the stories of other winter sports athletes.

The new tag line, “Bing is For Doing,” is a departure from the company’s “Decision Engine” slogan of the past.

Microsoft’s Online Services Division continues to lose money in its bid to catch Google, posting a loss of more than $458 million during the recent quarter. But that was an improvement over the $559 million loss posted in the same quarter a year ago.

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