Blake Lewis song in IE10 commercial made specifically for ad

Usually when a pop song is featured in a commercial, it was made as a song first and later incorporated into the ad. That was the case for Microsoft's Internet Explorer 9 commercial which featured Too Close, sung by Alex Clare. The song later became a major pop hit in 2012.

Last month, for the launch of IE10 for Windows 7, Microsoft also began a new TV commercial campaign featuring part of the song titled Your Touch, by former American Idol contestant Blake Lewis. As it turns out, the song's origin can be traced directly to the IE10 ad.

Entertainment Weekly reports that according to a representative for Lewis, he collaborated with the commercial's director Keith Rivers on the song. The unnamed rep stated:

For this campaign, Keith ran some musical suggestions by Blake and, ultimately, Blake had a better idea and composed a song with the spot in mind. The track for the spot is only about 20 seconds so, of course, it had to be more extensive than that and it was developed into a full song to be a proper single for the forthcoming album, too.

While the entire song is supposed to be about a past romantic relationship, the song's lyrics such as "I’ve been waiting for your touch" made it "perfect" for the IE10 ad, according to Lewis's rep. Meanwhile, you can listen to the entire 3 minute and 55 second song on Lewis' YouTube channel.

Source: Entertainment Weekly

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23 Comments

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Slick ad, I'm a Trance/Electronic/Dance music fan so what can I say. That is actually a real web site and you can do exactly what was being shown in the ad, pretty cool. Microsoft's IE ads are its best. The IE 9 ad made Too Close a hit.

heatlesssun said,
Slick ad, I'm a Trance/Electronic/Dance music fan so what can I say. That is actually a real web site and you can do exactly what was being shown in the ad, pretty cool. Microsoft's IE ads are its best. The IE 9 ad made Too Close a hit.
So did the Windows 8 ads with 'Everything at Once', at least, here, I don't know how it is in other countries?

Ugh, the whole experience requires too much to get something done. I'll stick with Chrome where everything is exactly where I need it, when I need it. No need to go hunting for some huge square to click on.

srprimeaux said,
Ugh, the whole experience requires too much to get something done. I'll stick with Chrome where everything is exactly where I need it, when I need it. No need to go hunting for some huge square to click on.

You'd rather use Chrome on a touch device? IE10 is VERY good on touch devices.

rfirth said,

You'd rather use Chrome on a touch device? IE10 is VERY good on touch devices.

Chrome is fine on my Nexus, but I am more focused on the desktop environment. Since this version of IE exists within that environment, I don't see the benefit compared to what other browsers, like Chrome, offers. There's just too much going on, even for a touch experience.

Absolutely despise this ad. With every fiber of my being. Something about the amount of focus given to the singer drives me insane.

The whole ad was the singer trying too hard to look GQ while using some mystifying interface for an app one can only assume was controlling the music. Rumor has it this was trying to push IE10, but damned if I could tell.

Call it a joke all you want bro, MS's plans for a New World Order of Microsoft is going rather swiftly. All your base are belong to Microsoft.

kidjenius said,

I don't understand people's hate for modern versions of IE. Try it out dude


5 years for ie7 to come out after ie 6. another 2 years for ie8. microsoft was like "we dont care about our customer" now they come back sniffing customers butt and some customer go back to MS doing the same.

They even have law suites in europe about those things.. they treat free browsers as a "market" over here strange right? Even got a selection screen after install of windows which browser to use. Cant wait for those things for archiv software or anti vir software and firewalls.