What was that tablet in that ad during the Grammys? The one with the pen and the USB port?

It was the Surface Pro, the new Intel-based tablet from Microsoft, but anyone asking that question today after seeing the ad last night will have a tough time finding one of the devices, at least the 128GB version, which is sold out online.

The long-awaited Surface Pro launch was met by widespread shortages this weekend. Yes, there were long lines in Microsoft’s backyard in Seattle and Bellevue, but overall the situation appears to have been cause more by limited supply than by overwhelming demand. Unhappy would-be customers are venting their frustrations in the comments on Microsoft’s Official Surface Blog.

We’ve contacted Microsoft this morning for an update on the supply issues, so stay tuned.

In case you’re wondering, the ad was directed by Jon Chu, who also directed the first Surface RT ad. The beat-boxer is Terry ‘KRNFX’ Im.

Update: Microsoft says in a statement, “We are pleased that the demand for the Surface Pro is so great. Our focus is to get ordered Surface units delivered to our customers as quickly as possible.”

Here’s a tweet from Surface GM Panos Panay over the weekend.


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  • Thomas R.
  • http://www.facebook.com/people/Steve-Murch/705204492 Steve Murch

    I applaud the Surface for its innovation, and applaud Microsoft for betting on combined devices/software future. As an app developer, I find the Microsoft development suite leaps and bounds above the other two major platforms.

    But maybe it’s just me… I think the Surface ads are really, really lame. From a business standpoint, I just don’t get the sole emphasis of these ads being on the click of the kickstand and keyboard. OK, ok, we get it — this piece of electronics has a satisfying click when you snap it together. You can also swipe on the start screen and see a bunch of apps.

    You don’t have to introduce the tablet category — we know it already. But why, if I own an iPad or am thinking about a tablet, should I switch to Surface? As just one application, it’s actually a very compelling device for business travel. No more tablet -and- notebook for travel. Your existing Windows apps — be they business, business intranet, or even games — will work.

    You can do a powerpoint presentation and project it, thanks to the external ports. The integrated SkyDrive service lets you share documents and notes and have them sync automatically. Much more. Where I work, there’s not much value-add in snapping, and little opportunity for breakdancing.

    • guest

      MS’s marketing is a fail generally and has been for a long time. Why it hasn’t been fixed by now is one of a dozen similar unanswered questions under Ballmer’s term as CEO. But I think Surface’s initial marketing is trying to establish the product and change perception of MS, particularly in the younger demographic. That’s why it’s attempting to be hip and cool vs focusing so much on feature set. If the initial campaign succeeds, which doesn’t appear to be the case with SurfaceRT but might be with Pro, then there’s probably a round two of ads that get more specific about actual use scenarios. If you look closely at the video, though, it does show a few (Office, USB support, etc).

    • GG002

      Microsoft’s Surface RT ad made me buy Surface RT. Both ads are funky, having more human touch, than just plain, boring shiny shiny. That’s my opinion, and I’m sure the majority agrees.

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