Microsoft Surface advert hits the web, dancing and clicking in style

Microsoft has finally started talking once again about the Surface after months of silence as the first television advertisement has finally been uploaded to web for your viewing pleasure. 

The advertisement, which you can see above, is a highly choreographed advertisement that highlights the click in keyboard and does it all in a way to promote the ability to quickly attach and remove keyboards from the device.

This is the second television advertisement Microsoft has put out in the past few days with one airing on Sunday promoting Windows 8. This is the kickoff Microsoft's massive advertising campaign that will work to raise consumer awareness about its many upcoming platforms. With not one, but three major new services and devices launching in only a few days from now, Microsoft has a heck of a chore infront of them to make sure that Surface, Windows 8 and Windows Phone 8 become household names.

There is a lot at stake for Microsoft because if these products do not stick with consumers, it is their future at stake. Knowing that, expect Microsoft to get agressive in the marketplace and fight for marketshare any way that it can get it. And if this advertisement is any indication of the direction Surface advertisements will go, it looks like Microsoft is headed in the right direction.

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Im confused.. how can there be 2,669 likes but only 301 views (at time of watching)... is google / youtube manipulating the stats here???!!!!!?!?!?!

DukeWars said,
Im confused.. how can there be 2,669 likes but only 301 views (at time of watching)... is google / youtube manipulating the stats here???!!!!!?!?!?!

You must be new to the internet.

They REALLY go out of their way to find people who are of non-distinct ethnicity in their commercials and website don't they? Do they grow those people from birth with a strict diet of tacos, won ton soup and butter beans?

Also, what's he touching on the screen at the end of the ad? Doing that doesn't do anything.

Edited by BattleDaggit, Oct 16 2012, 5:01am :

People in tech forums are the worst critics. We forget that 99% of the people out there have no idea whatsoever that Microsoft has a tablet OS, even less a tablet device. Moreover, 99% of the people out and much of us don't associate Microsoft with cool, or wow. This ad does it all, is an eye opener showing the new bold MS direction. It says 'we have a tablet', 'we are innovator's' and 'we are cool'. Before this commercial, most people would have never associated those phrases with Microsoft, but now they will start doing so. This is the entrance of the new contender to Apple's cool and it needs to be like this, young, fresh, stylish and cool. Make people say 'wow, a cover that is also a keyboard', and 'wow, it has a stand'. The two hardware features that differentiate the product the most are highlighted. Everything else is Windows 8, which will be advertised by itself aplenty, by MS and others. I like this, no boring explanatory commercials, but bold, in your face coolness. Add to this the devices at stores to try them and it will sell.

I just saw the commercial on Revolution! LOL I still think the Windows 8 ad was better (I just liked it a bit more) but it was nice seeing Surface on TV!

Anyone saying this ad is crap because of a "lack of substance" doesn't know how to advertise to the masses. You may not like it, but this kind of ad will sell many more tablets than an ad that says "Surface can do x, y, and z." See Apple if you need immediate proof.

It's a great ad that will get people's attention, which is what MS needs to do right now.

this is awesome! way to go on finally creating some good advertising! this is on par with an apple comercial in my opinion

This commercial is horrible in my opinion... If I want to buy a tablet, I want to see what the tablet can do... Not a bunch of idiots dancing around

myxomatosis said,
This commercial is horrible in my opinion... If I want to buy a tablet, I want to see what the tablet can do... Not a bunch of idiots dancing around

You do see, you see that it will make a cool clicking sound when you put the keyboard on.

myxomatosis said,
This commercial is horrible in my opinion... If I want to buy a tablet, I want to see what the tablet can do... Not a bunch of idiots dancing around

It runs Windows 8 (or Windows RT). Want to know what it can do? Watch the other commercial for Windows 8, or wait for the next commercial in the sequence.

myxomatosis said,
This commercial is horrible in my opinion... If I want to buy a tablet, I want to see what the tablet can do... Not a bunch of idiots dancing around

Its the first commercial, most people do not know about the surface, its designed to get people a little interested (hence the fluff). Its quite basic marketing, step one is make people interested then give em more.

Also as others have said, there will be commercials for Windows 8 all on its own, this is a surface commercial and the keyboard/kickstand is a big feature of this device.

nMIK-3 said,
0:48

Colors Sold Separately.

So I guess Touch Cover / Keyboard will not be included in the packaging...

No, it just means that you won't get all the colors when you buy a Surface. Reading comprehension is not your strong suite?

siah1214 said,

No, it just means that you won't get all the colors when you buy a Surface. Reading comprehension is not your strong suite?

Hey dude with the strong reading comprehension skills, guess what? Touch Covers not only are not included but they also cost $130 each. In case you still do not get it they sold seperately no matter what Color and that is what Colors Sold Separately means on the ad.

So please next time you reply by making ironic bs comments please check you IQ level first.

auziez said,
THIS IS A MICROSOFT AD?
first time one of their ads actually made me say... WOW

Indeed. Beats the "I'm a PC" ads from a few years ago.

billyea said,
OEMs beware, Microsoft not only has better hardware than you, they also have better marketing than you!

I respect the other OEM's, but I just want to see Acer cowering. All they've been doing is trash-talking.

Remember the iPod commercials or the original iMac commercials. They were successful by just showing colorful Mac spinning or shadows dancing with ear buds. You remember those colors and ear buds as a symbol. They never explained what new great features it had. It was just fun to use and you can recognize it in a store or out in public. Kind of reminds me of this.

kirky29 said,
This doesn't tell me anything about the device besides you can click in a keyboard.....

Not the point. It's to make the device look cool. A lot of commercials don't tell what the product is like, they just want to make an impression so that you will discover it for yourself. Plus, it's the first of many commercials, I'm sure they will release more informative ads eventually.

XX55XX said,

Not the point. It's to make the device look cool. A lot of commercials don't tell what the product is like, they just want to make an impression so that you will discover it for yourself. Plus, it's the first of many commercials, I'm sure they will release more informative ads eventually.

Yeah I guess, fair point. It just looking like their entire campaign is this 'click in' idea, an idea whereby you can 'click in' a keyboard...you know, it doesn't sound that impressive in 2012! I think part of the iPads success is down to their advertising on what you can do on/with it. Hopefully MS will showcase more of the software side too.

I'm still looking forward to it's release though !

kirky29 said,

Hopefully MS will showcase more of the software side too.

Why? Microsoft will have a separate set of ads that will showcase Windows 8. This only needs to showcase the hardware.

kirky29 said,

Yeah I guess, fair point. It just looking like their entire campaign is this 'click in' idea, an idea whereby you can 'click in' a keyboard...you know, it doesn't sound that impressive in 2012! I think part of the iPads success is down to their advertising on what you can do on/with it. Hopefully MS will showcase more of the software side too.

I'm still looking forward to it's release though !

Apple had a commercial about clicking in. It was boring, didn't show all the features of the iPad, and only a few quick glimpses of the screen was shown - much less than was shown here with the Surface and people didn't actually interact with the device. But we didn't here people whining about the Apple commercial.

http://youtu.be/pbl_6DmzO4g

nohone said,

Apple had a commercial about clicking in. It was boring, didn't show all the features of the iPad, and only a few quick glimpses of the screen was shown - much less than was shown here with the Surface and people didn't actually interact with the device. But we didn't here people whining about the Apple commercial.

http://youtu.be/pbl_6DmzO4g

You can do these things when pretty much everyone and their dog knows abut your product (like the iPad). But doing it with an unknown product is very risky

Rudy said,
You can do these things when pretty much everyone and their dog knows abut your product (like the iPad). But doing it with an unknown product is very risky

10-15 years ago, I would have agreed with you, but not today. All you need to do now is put up something flashy, something that catches the eye, and the basics of the product you are trying to sell, then a web address. We got the flash, they can see it is a computer, and the address is there. Just get them interested a little bit, and they will go to the web site to get all the details.

Microsoft is finally doing something right. Im glad steve ballmer is letting the creative people int he company do something now since we know he cant. *cue* developers developers developers developers...*/cue*.

Anyway, atleast at the bottom of the video it says "cover sold seperately" so now everyone can budget "correctly" or quit their bitching about it "is it included or not because I wont buy a surface if the keyboard is not included".

Im going to buy one as long as its priced competitively.

Sikh said,
Microsoft is finally doing something right. Im glad steve ballmer is letting the creative people int he company do something now since we know he cant. *cue* developers developers developers developers...*/cue*.

Anyway, atleast at the bottom of the video it says "cover sold seperately" so now everyone can budget "correctly" or quit their bitching about it "is it included or not because I wont buy a surface if the keyboard is not included".

Im going to buy one as long as its priced competitively.

I agree with you but it actually said: "Colors sold separately. Apps from Windows Store."

Sikh said,
Microsoft is finally doing something right. Im glad steve ballmer is letting the creative people int he company do something now since we know he cant. *cue* developers developers developers developers...*/cue*.

Anyway, atleast at the bottom of the video it says "cover sold seperately" so now everyone can budget "correctly" or quit their bitching about it "is it included or not because I wont buy a surface if the keyboard is not included".

Im going to buy one as long as its priced competitively.

Really? Its Steve, and much of the management team that directs the company ands its workers. Everyone had a part in making the Surface become a reality, it wasn't just a select few... it was everyone, including Mr. Balmer who apparently isn't "creative", if he wasn't "creative" why did he let this come out to the public?
im just tired of people talking about Steve like this when he has done allot for the company, and is continuing to do so. He is an awesome CEO and I don't know where MS would be without him.

auziez said,

Really? Its Steve, and much of the management team that directs the company ands its workers. Everyone had a part in making the Surface become a reality, it wasn't just a select few... it was everyone, including Mr. Balmer who apparently isn't "creative", if he wasn't "creative" why did he let this come out to the public?
im just tired of people talking about Steve like this when he has done allot for the company, and is continuing to do so. He is an awesome CEO and I don't know where MS would be without him.

Sorry sir gates was better.

Zedox said,

I agree with you but it actually said: "Colors sold separately. Apps from Windows Store."

You sir are correct, but buy colors i interpreted covers because I dont think the colors for the windows 8 theme would be sold separately

Sikh said,

You sir are correct, but buy colors i interpreted covers because I dont think the colors for the windows 8 theme would be sold separately

Actually it meant that "you won't get all the covers with the tablet"
Surface comes with a cover, it says so in the FCC filing.

Sikh said,

Sorry sir gates was better.

You either don't have memory or never lived in the 90s

Gates was a douche who abused monopoly powers and got MS into a lot of trouble, including a possibility of splitting the company

Ballmer is my hero

'coming 10/26'

uhh...
I know that's when they announce them but it sounds like they could be available from the 26th too.

Tom said,
'coming 10/26'

uhh...
I know that's when they announce them but it sounds like they could be available from the 26th too.

It will be available the 26th. WHERE YOU BEEN?

I'm going to be the big pooh-pooher here, but ads like this are not effective.

It was flashy, but it had no substance. It didn't explain what differentiates the tablet; it didn't show off Windows RT, and it also didn't show off the hardware features beyond the click-in keyboard (and, for a brief moment, the stand). I think there are far more effective ways to advertise what sets the tablet apart, and this ad didn't really hit on those features.

Anthony Tosie said,
I'm going to be the big pooh-pooher here, but ads like this are not effective.

It was flashy, but it had no substance. It didn't explain what differentiates the tablet; it didn't show off Windows RT, and it also didn't show off the hardware features beyond the click-in keyboard (and, for a brief moment, the stand). I think there are far more effective ways to advertise what sets the tablet apart, and this ad didn't really hit on those features.


the first ads are just to get the attention of the consumer, then they start putting out ads with the features.

Microsoft are spending 1.5 bil on this campaign. I'm sure they've got tons of ads ready to roll with the features.

Anthony Tosie said,
I'm going to be the big pooh-pooher here, but ads like this are not effective.

It was flashy, but it had no substance. It didn't explain what differentiates the tablet; it didn't show off Windows RT, and it also didn't show off the hardware features beyond the click-in keyboard (and, for a brief moment, the stand). I think there are far more effective ways to advertise what sets the tablet apart, and this ad didn't really hit on those features.

It featured the keyboard, which frankly is a big selling point for Surface.

bdsams said,
They will have tons of adverts for the Surface, this was not intended to be a feature commercial.

No doubt, but I don't see the point in wasting money on a commercial like this when it could go to an advertisement that will make more of an impact. The Windows 8 announcement ad did a better job of showing unique features of the OS, for instance, while also still announcing the product to the general public.

Anthony Tosie said,

No doubt, but I don't see the point in wasting money on a commercial like this when it could go to an advertisement that will make more of an impact. The Windows 8 announcement ad did a better job of showing unique features of the OS, for instance, while also still announcing the product to the general public.

The idea is to have a wide range of advertisements to keep consumers interested, not just one as the be all and end all.

Anthony Tosie said,
I'm going to be the big pooh-pooher here, but ads like this are not effective.

It was flashy, but it had no substance. It didn't explain what differentiates the tablet; it didn't show off Windows RT, and it also didn't show off the hardware features beyond the click-in keyboard (and, for a brief moment, the stand). I think there are far more effective ways to advertise what sets the tablet apart, and this ad didn't really hit on those features.

dude, the ad explain a feature alright, the CLICK IN, you can mix and match with whatever it doesn't matter just CLICK it IN.

ctrl_alt_delete said,

dude, the ad explain a feature alright, the CLICK IN, you can mix and match with whatever it doesn't matter just CLICK it IN.

ingramator said,

The idea is to have a wide range of advertisements to keep consumers interested, not just one as the be all and end all.


The idea would be good if there was actually a message to this advertisement. There is not. The message is nothing more than "hey, we have a tablet, and it has a click-in keyboard." That's not really a major competitive advantage. It's nice, sure, but doesn't do much to sell the average consumer on the product or even give them much of a reason to be interested in Suface.

The most important part of any ad is the message, and this ad doesn't have a major message to give. Look at it from the point of view of the average consumer who knows nothing about Surface and tell me what your take away would be. Even as an announcement ad it does little to keep people engaged in the product itself.

Anthony Tosie said,

The idea would be good if there was actually a message to this advertisement. There is not. The message is nothing more than "hey, we have a tablet, and it has a click-in keyboard." That's not really a major competitive advantage. It's nice, sure, but doesn't do much to sell the average consumer on the product or even give them much of a reason to be interested in Suface.

The most important part of any ad is the message, and this ad doesn't have a major message to give. Look at it from the point of view of the average consumer who knows nothing about Surface and tell me what your take away would be. Even as an announcement ad it does little to keep people engaged in the product itself.


Well, the fact that it caught my mom's attention speaks volumes.
My mom doesn't even use tech or any kind of tablet. She was cooking but she instantly came over to the couch and was interested. She then asked me if I was going to get one this christmas.

Of course, I said "yes."

Anthony Tosie said,

No doubt, but I don't see the point in wasting money on a commercial like this when it could go to an advertisement that will make more of an impact. The Windows 8 announcement ad did a better job of showing unique features of the OS, for instance, while also still announcing the product to the general public.

Like it or not, there is a large portion of consumers that react to this type of advertising but switch off when shown 'features', I know plenty of people that have jumped on the iPad bandwagon and don't have any idea what it can/cant do or what they want it for, they got it because its cool.

This type of advertising gives initial impressions of the device subconsciously as a cool device, making further adverts which may show actual features more interesting to them.

Also, the advert heavily features the design of the kick stand and magnetic keyboard 'clicking' sound, MS spent a LOT of time getting this to sound right as it gives a feeling of quality, car manufacturers do a similar thing with their doors.

duddit2 said,

Like it or not, there is a large portion of consumers that react to this type of advertising but switch off when shown 'features', I know plenty of people that have jumped on the iPad bandwagon and don't have any idea what it can/cant do or what they want it for, they got it because its cool.

This type of advertising gives initial impressions of the device subconsciously as a cool device, making further adverts which may show actual features more interesting to them.

Also, the advert heavily features the design of the kick stand and magnetic keyboard 'clicking' sound, MS spent a LOT of time getting this to sound right as it gives a feeling of quality, car manufacturers do a similar thing with their doors.


The iPad had plenty of commercials that touted features and gave a message. In fact, I don't remember it having a commercial that didn't.

I've never heard of consumers reacting to "cool" advertisements that don't have a message. Do you have anything to back that up?

Is this the commercial Thurrott said would air on MNF? I liked it! I think the Windows 8 commercial was a little better, but that's not to say the Surface commercial wasn't good.

They need to make some commercials just highlighting the features and what Differentiates it from all the other tablets out there,Especially the ipad.

A cover that doubles as a Keyboard
USB
MicrosSD Slot.
Kickstand
Pro version runs traditional PC apps

And of course a mini walk through of the UI.
These spots should include use case scenarios.

Looks like they advertised the kick stand, keyboard just then,

Some features other tablet (In your case the iPad) don't seem to feature.

Mixxed in with some dance and music as an intro 1st add, looks like it did a good job IMHO

seebaran said,
There will be other ads I suspect. This was just to get people it excited it looked like.

Well its trending on twitter to the social aspect of the Surface its doing a good job so far

I don't know that they *need* to make such commercials. I've been using Windows 8 Pro RTM since August and even still this ad makes not just Surface but Windows 8 seem exciting and fun.

Aside from that, I think the only features you listed that are noteworthy to general consumers are the keyboard cover and later, when it's available, the version of Surface with Windows 8 Pro (not coming to market until 2013).

aviator189 said,
w00t, looks fun.

Can't wait to get one. Shame it cannot be used as a laptop (only an mini desktop); this might put some power users off.

aviator189 said,
w00t, looks fun.

Yes, until you notice the guy at the end of the ad doesn't even know what he's pressing on the screen. Technologically Impaired Dancer

francescob said,

Yes, until you notice the guy at the end of the ad doesn't even know what he's pressing on the screen. Technologically Impaired Dancer

He pressed what we techies always did. START