Microsoft releases the very first Bing commercial

Microsoft's new Bing search (or rather, decision) engine is still in beta, but that doesn't mean that the Redmond company can't begin to advertise it. To show that they mean business, they have already released the first ever commercial for the new service, in the form of a video, as one would expect.

Bing is Microsoft's overhauled Live Search, now with a range of new features that warrants it the description 'decision engine', as opposed to the regular 'search engine'. You can easily search videos, websites and filter them to show reviews or other links. You can also use it to compare things such as flight information, maps or different shopping websites. If you're interested in all the various search options you can perform, check out the site-going-live announcement article here on Neowin.

The ad is a collection of different clips, with a voice-over narrating it, and with flashing text to help display the message, concluding by telling the watcher to Bing and decide. Bing was initially officially unveiled on May 28, and it aimed at helping consumers make better decisions. It is currently being rolled out internationally, and will be fully available on June 3.

The video is embedded below, for handy viewing. Be sure to tell us what you think; is it effective? Does it advertise Bing sufficiently? Is it nicely put together, or is it a bit cluttered? Fire away!

Report a problem with article
Previous Story

Neowin Live From E3 2009 Day 1 (Updated) with video

Next Story

Fox News: Bing is free porn portal

41 Comments

Commenting is disabled on this article.

Did they go back to the 80's and 90's style of advertising? reminded me so much of like when we first saw and operating system or a computer.. this is definitely gonna dent any chance of setting the tone right for BING!

Did you not understand their theory of 'search overload' and that is what they are trying to portray in this advert? It'd be impossible for them to create an advert about 'search overload' without making it busy...

Why couldn't they have just used an actual "bing" sound, rather than saying Biing! Maybe with a light bulb coming on at the end or something over the i?

If I were not a tech I would be left confused by this ad. It does not tell me what "Bing" actually is. I get the idea that Bing is a solution to "search overload" but what IS it?

"Bing & Decide" is a terrible tagline. What if I am researching an assignment for school? There's no "decision" I need to make, I just need information.

It is too bad Microsoft dropped the ball here because Bing is day-and-night better than Live Search and should make Google nervous sitting in their throne making total hypocrites of themselves. You'd never know it from the ad.

+1
I don't think it communicated even a little bit that it was a search engine. Non-tech savvy people would probably have no idea. I feel the best result for this ad would be if people go to bing.com just to see what it actually was.

I would also add the commercial was maybe a little too "busy", although it fits in at the beginning when they are describing information overload, confusion, etc.

I didn't think the commercial was that bad, but I don't like the "Bing" at the end so stressed.

Just show "Bing.com" and then say "It's time to Bing & decide"... just say Bing and not "Biing" like a bell ringing.

So, let me get this straight.

If I "Biiiing! and Decide" -- I can search for ways on how to fix the economy?

Google > Commercial

Very untypical of MS i think..... which I like.... but then I like the cleaned up ad's more... plus... I dont feel any real relevance to the product in the ad except maybe the words which are a little confusing at best...

so busy, so loud, so noisy. even the 'bing' is annoying! where's the clean efficient advertising we've been so spoiled by Apple!

AnthoWin said,
so busy, so loud, so noisy. even the 'bing' is annoying! where's the clean efficient advertising we've been so spoiled by Apple!

QFT!

AnthoWin said,
so busy, so loud, so noisy. even the 'bing' is annoying! where's the clean efficient advertising we've been so spoiled by Apple!

Again, it's supposed to be like that to show their 'search overload' theory.

Did anybody actually read what the text in the video said?

How? I think it's an effective advert. Their other 2 are better, but this one seems to show their point about 'search overload'. I don't think anybody can measure whether it is a failure or not until we see the market share of search engines in a month or two...

That was truly dreadful! Aside from the toe-curlingly cheesy 'it's time to bing', there was sooooo much talking.

It dawned on me about half way through that I'd actually just stopped hearing what he was saying. It all just became one long continuous hum in my ear. Please, no more! 'Before there was searching, there was bailing?' What? What are you on about!?

That's because the first half of it was supposed to be like that to show their 'search overload' theory.

Oh dear... some people need to have more of an open-mind and try to understand why adverts and other things are what they are.

Not a bad trailer, yeah the bing at the end is a little annoying but after watching it a few times it kind of catches on.

From the video:

"This is a mess".

Sums it up.

"It's time to biiing" is so annoying that I don't wont to watch it again, ever.

FoxieFoxie said,
From the video:

"This is a mess".

Sums it up.

"It's time to biiing" is so annoying that I don't wont to watch it again, ever.


Yes, it sums up that searching for things, before Bing came about, was a mess. Now it isn't.

As for the 'bing!' sound being annoying - each to their own, but I think it's nice and different. It's also a very snappy name and has some meaning. This 'bing' name could be marketed so well!

FoxieFoxie said,
From the video:

"This is a mess".

Sums it up.

"It's time to biiing" is so annoying that I don't wont to watch it again, ever.

Fully agree. The video is too chaotic *by far*, and that makes it a pain to watch.
The annoying "It's time to biiing" just adds up onto that. No chance I'll be going anywhere near this.