OK, it’s not as effective as the original Surface TV advertisement, though it features some of the same talent. I suspect the issue is that the Surface Pro pen just isn’t as interesting as the innovative Surface keyboard covers. But here it is, the official Surface Pro TV commercial.
I wrote about the original commercial back in October, in Advertising Microsoft Surface.
At least this one shows them actually using it for something I suppose, not just clicking the stand up and down.
I didn't think that was a problem with the first Surface RT commercial. People know what a tablet is used for at this point, they where trying to show how there's is different. And they did show some actual use of the device, just not as much.
Since when do business pros and IT types make purchases based on what's cool?
Has any corporation said that they're interested in purchasing Surface or going to Win8?
We have 3 people in my office with Surface RTs currently (purchased before the Pro launch), and a few people have already started rolling out Win8. However, we're a smaller company that makes web-based software. I can't speak for other corporations.
I could sort of see these silly ads making a certain amount of self-celebratory sense when MS was introducing the Surface brand. But given Surface RT's difficulties in establishing mindshare, marketshare and anything-else-share since launch, I'd have hoped for something more substantial this time around.
Dear Microsoft,
A curious newcomer to tablets won’t know about the amazing things they can do with a Surface Pro unless you show them. As it stands now, apparently you’re hoping that Jack or Jill will somehow discover these things on their own when they walk into Best Buy (where the device is on a table too low to use properly, it may not be plugged in, nobody can show them how to use the device or some unsupervised feral child has disconnected the keyboard).
May I gently suggest that you need to promote what differentiates the Surface pro from everything else on the market... that it’s a revolutionary device that is really 4 superb devices in the most beautiful case in the world.
1. It’s an artists sketchpad (show a talented child artist making a beautiful drawing with the incredible pen)…
2. It has astonishing handwriting recognition (show a writer filling a notepad and then show the flawless conversion to typed text… then show someone taking notes in a business meeting, adding an image to it in one-note and sharing it immediately after the meeting)… not some dancing troupe of clowns hijacking a business meeting… sheeesh!
3. It’s a tablet for consumption (show a couch potato watching a movie… or whatever it is that people actually do with maxi-pads)
4. It’s a desktop replacement (mention that “if the number of applications is important to you, Surface runs more applications than any mobile device…MILLIONS more”… then show some good ones that NORMAL people would be interested in… not friggin’ spreadsheets)
Then say: “All that in one beautiful device… we think it’s quite a remarkable bargain”... or some such marketing-speak.
With all the money Microsoft has to spend, surely the company can afford to buy effective advertising. You keep doing the same dumb advertising over and over. The definition of crazy is repeating the same procedure and expecting a different result.
I agree with you on this topic! I'd like to see some creative ways to see the different features of Windows 8 in action! Seeing how the new menu system works in action, seeing the jump lists and libraries in action. Seeing some creative ways to manage programs and files in action. A viemo video series would be cool! Need a windows 8 tutorial? Try ComputerShopper's 50 Tips - http://www.computershopper.com/feature/windows-8-mega-guide!-50-insider-tips/(page)/2#review-section
I'm just impressed that they're actually referring to it as Surface Pro and not "Surface Windows 8 Pro" or whatever other clunky name they were tossing around.
I would like to see ads that compare Surface RT and Pro to competing tablets like the Ipad and Android tablets. They may not be perfect but the kickstand, USB, and touch/type covers are really a benefit over competing devices.
Oh, I don't know -- I think I like this one better -- tho both IMO are very good.
BTW, has anyone noticed that in both these commercials, the lead dancer looks a bit like a young Steve Jobs? I wonder what that's all about ...:grin
'seems somebody dropped itching powder all around this company...
I understood this angle with the RT. It just doesn't work for the Pro. I though Google's add on the Grammy's was much more effective at showing how their device and software could help you be more productive.
Why are they focusing so much on "it clicks!" and not its actual usage? Clicking is what you do on a desktop.
I was about to buy an iPad, but when I saw this surface pro commercial, I thought "OH my goodness, it clicks!" and I ran all the way to best buy and got myself one.
Said no one ever.
It's because "clicking" in the keyboard is a distillation of the fact that it's both a tablet and a full PC. You can use it as a consumption-based device in tablet mode, and also "click in and do more" by attaching the keyboard and running full-fledged productivity applications.
Not saying it's the best commercial I've ever seen, but the focus on attaching/detaching the keyboard does have a certain amount of logic behind it.
Marketing has its own unique blend of reasoning that doesn't necessarily align with logic. First and foremost you must "connect" with the viewer emotionally, this is what makes the commercial memorable and the product message stick out.
Once you have "hooked" your potential client with the initial run, you real him in with the details in subsequent exposure.
Well, I'm not sure how effective these are as ads. But some of that dancing is impressive!
To me these commercials aren't about any perceived coolness factor as they are about building excitement and sticking with the original marketing theme but branding it for business. Businesses test and measure and will act accordingly. But the personnel that make the buying decisions have to be excited enough to take the first step.
Have another commercial launch one week later that focuses on business scenarios the tablet is the perfect solution for. Then at the end refer the viewer to a ton of online feature and business testimonial videos. Add a ton of these videos to a decent amount of articles highlighting features with images.
Surface Pro will be a success, and Surface RT will fall in line because people want to use the same thing at home that they use at work. That's what built the PC revolution.
I don't know if it's the crappy music or the lack of substance, but these Surface commercials make me want to burn things.
Not sure about all the complaints it has no substance and a pointless commercial...
Even though the dancing is the focus, we see that it runs office, has a stylus and is a tablet PC with an attachable keyboard.
I think the point of the ad, however, is to make Surface look "hip" and "fun" rather than stone boring & to appeal to the emotional side of people (where, in fact, decisions ultimately are made).
If people want more information and are interested, it gives them the name so that they can look online/in store.
I'm really doubtful an average consumer is going to do a specs and features comparison during a minute-long commercial break.
Watched it, like it, it says nothing technical but that's what a commercial is for. If it stirs interest it's done it's job.
It may be just my age or perhaps some good things have been actually degenerating and outright vanishing from our culture with the current generation.
Perhaps the next one is even worse or they realize how ridiculous things got between 2000-2020.
I feel like in some ways we're back again to a cultural equivalent of the 1980s; utterly tasteless, ugly, shallow, inane, juvenile.
What we're witnessing is a cultural amnesia, the pressing of a cultural reset-button. Or rather that the new generation never learned anything about history in the first place and the mill of human culture just grinds another round of the same foolishness.
Exactly! And since when are young adults going to drop $900-$1,150 on a tablet? Moreover, I just saw a blurb about an upcoming Dell 10" CloverTrail tablet. Price: $950. I'm sorry but someone is really out to lunch if they think CloverTrail devices well in excess of $500 are going to sell in this market.
I wish MS would hire the people who did the "Productivity Future Vision (2011)" (http://www.youtube.com/watch?v=a6cNdhOKwi0) - obviously, futuristic, but there are lots of use-cases and realistic scenarios.
I fail to see how a break-dancing meeting is convincing anyone of anything unique about SurfacePro except that it has a USB port, useful for err... um.
Best advert idea just popped into my head.
do side by side comparison ad with any other generic tablet (i.e. ipad) as if it was going to be a normal feature comparison advert... but shoot it from the front instead of from above... surface has kickstand and can be seen, the view of the other tablet is only of the side of it...at best a fan vent...
With this being the first TV commercial for the Surface pro, I expected something along these lines. Lots of people complained about the dancing and music in the first Surface RT commercial, too, but I would bet a large number of people that bought the Surface RT at launch wouldn't have even known about it if they just went with some ho-hum commercial to kick off the campaign.
What do most people do when commericals come on, anyway? Run to the restroom, go grab a snack or something along those lines. If you have something that is catchy and even remotely interesting, maybe the viewer will pause for a moment, just to see what it's all about. Initially, you just need to plant the bug in the viewer's mind. Then, in subsequent commercials (such as YouTube where this already a Surface Pro ad-like video showing more business-type activities), you can start to show the more practical side of the device.
It's only the first of what I'm sure will be many ads that feature the Surface Pro, and I woulnd't be surprised to see one that shows both devices to do a brief look/comparison.
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