Bing decides to stop being the decision engine

Microsoft has decided to dump the decision engine tagline it's been using to promote its search engine, Bing, as well as that annoying 'Bing!' voice over. The latest ad for Microsoft's anti-Google snowboarder turned sports commentator Kevin Pearce, with the new slogan 'Bing is for doing,' as revealed on the Bing Blog.

Kevin Pearce was a favorite for the 2010 Olympics before he suffered a debilitating brain injury, and the ad shows footage of his snowboarding career and astounding recovery, overlaid with a smattering of new slogans for Bing.

The new ad (and there's more on the way) takes the old 'decision engine' slogan a step further; Bing isn't just for deciding anymore. It's for getting things done. Here's Microsoft's own description of the new approach:

This weekend, Bing will be premiering a new campaign featuring winter sports athletes doing amazing things. The campaign will launch with American snowboarder, Kevin Pearce, who was on the path to the 2010 Olympics before a tragic snowboarding accident left him with a traumatic brain injury. Pearce, now an aspiring sports commentator and an advocate for both the National Down Syndrome Society and the prevention of Traumatic Brain Injuries, just returned to the slopes this month. Bing has documented his inspiring story and an advertisement featuring his story will premiere during the NFC Championship game on Sunday and air during the X Games coverage on ESPN. Kevin’s determination and drive to overcome the catastrophe through vigorous rehabilitation and training inspires us at Bing to “do” more.

Bing has been reporting regular growth quarter over quarter for a while now, and no doubt Microsoft's massive advertising campaigns and incentives have no doubt played a big part in that. Microsoft's latest profit report shows that Bing and the rest of its Online Services Division is inching closer to breaking even, although it's still got a good ways to go.

Check out the ad for yourself below, courtesy of Microsoft, then tell us what you think:

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32 Comments

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Because you are a busy b.

bing

There may be resonance. Let's see how it performs if Bing have a superbowl or other high priority spot aimed at the 99%.

You can't be serious. "Bing is for doing"? What is this, Kindergarten? A is for apple, Bing is for doing, V is for vagina, etc. Someone needs to line up the marketing team at Microsoft and slap them all, one by one, right down the line, until they figure out how to make an ad that works.

bjoswald said,
You can't be serious. "Bing is for doing"? What is this, Kindergarten? A is for apple, Bing is for doing, V is for vagina, etc. Someone needs to line up the marketing team at Microsoft and slap them all, one by one, right down the line, until they figure out how to make an ad that works.

V is for vagina? In Kindergarten?
I hope you don't raise a family.

Bing isn't just for deciding anymore. It's for getting things done.

There is also an extremely famous book by Microsoft's ex-employee, named GTD (gettings things done). It is by David Allen.

sanctified said,
Honestly, everytime I tried to use bing the search results were less than satisfactory.

Really? I find that hard to believe since I get along pretty well with only using Bing. I typically only use Google for conversions since its better at recognizing more ways of typing the conversion you want and more conversion types it seems.

sanctified said,
Honestly, everytime I tried to use bing the search results were less than satisfactory.

Yeah I find that hard to believe as well.. are you purposely trying to find where Bing fails? Because in my own test Bing does an EXCELLENT job (which is why I prefer it on my mobile). Only reason I use google is for the search history.. because since I have droid everything revolves around Google, and I like google, but Bing certainly isn't poor.. there are times when Bing is actually faster and better than Google.

sanctified said,
Honestly, everytime I tried to use bing the search results were less than satisfactory.

Yeah I find that hard to believe as well.. are you purposely trying to find where Bing fails? Because in my own test Bing does an EXCELLENT job (which is why I prefer it on my mobile). Only reason I use google is for the search history.. because since I have droid everything revolves around Google, and I like google, but Bing certainly isn't poor.. there are times when Bing is actually faster and better than Google.

You know guys, sometimes (just sometimes) something does not work for us all. How about that? Maybe it's because the searching engine it's still not mature for my language (spanish), I dont know, and no, Im not purposely trying to find fails. It's my experience.

[quote=rijp said,]
Yeah I find that hard to believe as well.. are you purposely trying to find where Bing fails?quote]
Bing fails everywhere but in the US.

rijp said,

Yeah I find that hard to believe as well.. are you purposely trying to find where Bing fails?

Bing fails everywhere but in the US.

sanctified said,

That must be it.


yup, the dutch bing works poorly too even when using english search terms its just awfull.
while i was in the US, bing was really good, i was surprised. Currently Bing is an US only service basically

It's funny, because they are marketing a "Search Engine" as if it is some miracle product or something.... it's a search engine.. that's it...

xendrome said,
It's funny, because they are marketing a "Search Engine" as if it is some miracle product or something.... it's a search engine.. that's it...

Well isn't that the idea of marketing? Apple markets the iPhone like it's magic, but it's just a smartphone. Google markets Chrome the same, but it's just a browser.

Enron said,

Well isn't that the idea of marketing? Apple markets the iPhone like it's magic, but it's just a smartphone. Google markets Chrome the same, but it's just a browser.


Exactly. If you'd notice, most of Chrome's ads are about the web and internet in general, not about Chrome itself.

i see they're adding the emotion of some of the google and apple ads. it's a step in the right direction but still not where it should be

jasonon said,
i see they're adding the emotion of some of the google and apple ads. it's a step in the right direction but still not where it should be

Oh wise one please tell us what more incredible advertising feats you would have Microsoft perform in addition to the "Kinect Effect" ad and this one?

Rudy said,
MS and marketing... they don't go well together

Sadly big companies rarely choose agencies based on quality... or even worse - they have their own "agency" inside company, which is almost always a big fail.

They need to hire me in their marketing department. I would fill a bus with attractive women and do a cross country tour in the Bing Bus.

flexkeyboard said,
I think it's more posible, I hated that bing voice. Bing!
wait isn't the "bing!" still in the ad at the end?

Kirkburn said,
"Bing is for doing". The article is wrong.

I see the mistake in the article but I still find it horrible