Microsoft Surface Pro launch may get its own TV commercial

The launch of Microsoft's Windows RT version of its Surface tablet was preceded 11 days ahead of time by a rather unique looking TV commercial that had some impressive looking dance choreography. The director of the ad was Jon M. Chu, who has directed a number of feature films such as Step Up 2 and 3D, and has the upcoming G.I. Joe Retaliation due for release in theaters on March 29th. Video advertising analysis firm Ace Metrix later called the TV spot the most effective commercial of the year for a tablet.

Today, Microsoft's leader of the Surface division, Panos Panay, strongly hinted that the upcoming launch of the Surface Pro tablet could get its own TV spot. In a post on his Twitter account, he states:

 

We doubt that Panay would make such a post out in the open just to have a friendly chat with Chu. If we were to make a bet, we would guess this message is meant as a "heads up" that the launch of the Windows 8 Pro-based version of the Surface tablet is going to get its own TV ad campaign and that Chu will be returning to direct the ad.

Chu has also posted up something on his own Twitter account that has him mentioning a "secret" project:

 

The Surface Pro is currently scheduled to launch sometime before the end of January, although Microsoft has yet to give a specific launch date. As we have reported, the 64 GB version will sell for $899 while the 128 GB tablet will be priced at $999.

Update: Chu has now responded to Panay's Twitter post about directing another Surface TV commercial with, "yes! But we gotta go even bigger:)."

Source: Panos Panay on Twitter

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22 Comments

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The surface pro commercial should be bold, powerful and epic. It should shatter the thought of what a tablet computer should be. It should be very futuristic and proving to people that the PC has finally turned into a tablet and stress the PC part. This isnt a large phone.

They need to, to show off the active digitizer and full Windows environment, but definitely that full active digitizer, that really is the defining point for Microsoft to get any advantages I think.

If they don't stress the fact that it's not just an oversized phone but a fully fledged PC and end up doing some stupid dance routine that looks like it was made by an intern at the disney channel then they're morons.

Stealthy_Singh said,
Is it a problem to tether?

Mobile is with carrier A and is tied to a work post-paid account.
I would like my tablet on a personal prepaid account with carrier B

IS it an issue? No, but i would like the feature

Only reason I ask is I've seen some people say that tethering is an issue in terms of it being disabled or charged extra for. As far as I am aware in the UK you can tether with penalties with most carriers and I thought most carriers generally were going this way.
In your situation I can understand the need as if you did tether from a personal phone then you'd have an extra device.

Stealthy_Singh said,
In your situation I can understand the need as if you did tether from a personal phone then you'd have an extra device.

Yeah currently I do tether however I would like to split my work from my personal internet and also the carriers

I am Reid said,
how about you just launch the ****ing thing, eventually nobody is going to care anymore

Exactly, marketing ploy or not... If the pro doesn't have significant differences, besides being able to run full windows, then ill be pretty disappointed.

I was kind of hoping for Cellular Capabilities. Fingers crossed.

auziez said,
If the pro doesn't have significant differences, besides being able to run full windows, then ill be pretty disappointed.

I was kind of hoping for Cellular

We already know what the hardware will be. It's all on the damn site. It wont have Cellular.

It has a 1080p screen, laptop class hardware, and a pen. Those are the differences and they ARE significant.

auziez said,

Exactly, marketing ploy or not... If the pro doesn't have significant differences, besides being able to run full windows, then ill be pretty disappointed.


Isnt that the actual diffidence... Its a full blow Slate device?

Lest we forget the CPU this has only got released like 1-2 weeks ago? SO its been on hold for awhile from what i have read...

It will be the exact same but the lead actor will look slightly less social to represent the fact the product will be more appetizing to 'nerds' than the Surface RT.

Will they show a Surface in a traditional office setting doing "productive" work? All the commercials, so far, are so casual consumer oriented; what with the dancing, prancing and beebopping all around.