Microsoft Surface street ads reveal its slogan: "Click in."

Last week, New York and Los Angeles were the cities that Microsoft apparently chose to launch a viral marketing campaign for its upcoming Surface PC tablet. Street art was placed on the sides of a number of buildings in both cities that seem to represent the tablet's screen and its optional keyboard.

As it turned out, those ads were not quite finished. It now appears that the painters who created the street art have added to them since they were first spotted. Surface Evangelist's Facebook page spotted an Surface street ad image that came from the Twitter page of Ines Atienza (that account is locked out to the general public).

As you can see, the ad now has a slogan to go along with the Surface logo and design: "Click in."

The slogan is an interesting choice for a product that has a touch screen. Microsoft might be wanting to emphasis that the Surface does indeed have an optional physical keyboard, as opposed to Apple, which doesn't provide its own keyboard for the iPad (although there are certainly plenty of third party iPad keyboards).

It looks like we will be seeing the phrase "Click in" a lot over the next couple of months leading up to the launch of the Windows RT version of Surface alongside the launch of Windows 8 on October 26th.

Source: Surface Evangelist Facebook page | Image via Ines Atienza

Report a problem with article
Previous Story

Microsoft announces Dream.Build.Play 2012 winners

Next Story

Net Applications: Windows 7 finally beats Windows XP

31 Comments

Commenting is disabled on this article.

'Click in' ...What does this have to do with a tablet? I get the magnetic keyboard my make a click sound when attached but the machine is a tablet, why put any emphasis on the keyboard at all unless you are trying to remove emphasis from the tablet. I think this may be the strategy to focus on the fact its really a laptop that can do everything a laptop can do but with hope that people will pick up on the tablet features.

I'm not sure I get the "Click in" slogan (I just think it could have been something else) but I love the ads.

A340600 said,
I'm not sure I get the "Click in" slogan (I just think it could have been something else) but I love the ads.

when you attach the keyboard to it, u will hear a click. so click in. put that keyboard and enjoy the typing

eoes5991 said,

when you attach the keyboard to it, u will hear a click. so click in. put that keyboard and enjoy the typing

I guess the keyboard is one of the main selling points? I like the TouchCover.

Surely "click in" is as simple as click the tablet into the keyboard...as the ad suggests with the placement of the text between the two.

I think that's a silly one to go for given they're pushing a touch interface device. You click with a mouse (although I realise that's not what the slogan is referring to).

wotsit said,
I think that's a silly one to go for given they're pushing a touch interface device. You click with a mouse (although I realise that's not what the slogan is referring to).

Microsoft wants to click in with users. If that's what they meant, they could have done a lot better.

wotsit said,
I think that's a silly one to go for given they're pushing a touch interface device. You click with a mouse (although I realise that's not what the slogan is referring to).

As I mentioned in my reply to sanke1's comment above, I think it definitely makes sense for Microsoft to advertise the benefits Surface has over its competitors, and people will find out it has a touchscreen one way or the other; it'll become common knowledge. Further, this is just one advert; there will likely be other adverts that will tout the touchscreen.

Ice_Blue said,
8 more weeks

Woah, when you put it like that, the end of October doesn't seem as far away as it has seemed to me I am so excited about this!

Jarrichvdv said,
So beautiful :3

The way I see it, it's an epic fail

Where do we have to click on Surface tablet? When Microsoft is pushing touch interface so heavily, out of blue, they want to click in. Totally absurd.

sanke1 said,

The way I see it, it's an epic fail

Where do we have to click on Surface tablet? When Microsoft is pushing touch interface so heavily, out of blue, they want to click in. Totally absurd.

It's referring to the "snap" sound or "click" sound the Surface makes when it connects to the keyboard.

sanke1 said,

The way I see it, it's an epic fail

Where do we have to click on Surface tablet? When Microsoft is pushing touch interface so heavily, out of blue, they want to click in. Totally absurd.

Well, they're talking about the Touch/Type Covers. I wouldn't say epic fail, but its obviously going to be confusing to some as you've just demonstrated.

scumdogmillionaire said,

Well, they're talking about the Touch/Type Covers. I wouldn't say epic fail, but its obviously going to be confusing to some as you've just demonstrated.

no, he's just being a hater and as you know, haters gonna hate

ctrl_alt_delete said,

no, he's just being a hater and as you know, haters gonna hate


Definitely not a hater. Just pointed out the absurdities.

sanke1 said,

The way I see it, it's an epic fail

Where do we have to click on Surface tablet? When Microsoft is pushing touch interface so heavily, out of blue, they want to click in. Totally absurd.

Wow. Did you even look at the picture? Do you even know what the surface is going to look like? The click in is referring to the keyboard clicking in to the bottom. Hence why it is in between the keyboard and main unit... Wow...

ingramator said,

Wow. Did you even look at the picture? Do you even know what the surface is going to look like? The click in is referring to the keyboard clicking in to the bottom. Hence why it is in between the keyboard and main unit... Wow...

Yea, but only somebody who has watched the surface launch video will know that. How is the general public supposed to know the keyboard clicks in? At first sight one might think touching the screen or typing on the keyboard causes a click. I too think the ad is confusing.

McKay said,

It's referring to the "snap" sound or "click" sound the Surface makes when it connects to the keyboard.

its quite a nice noise that it makes when they connect

superconductive said,

Yea, but only somebody who has watched the surface launch video will know that. How is the general public supposed to know the keyboard clicks in? At first sight one might think touching the screen or typing on the keyboard causes a click. I too think the ad is confusing.

i'm amazed that any of you guys have suggested that the click in slogan may have a second meaning in the fact that the main differentiator between windows RT abd the ipad and android tablets is that it's optimized for MOUSE INPUT.

sanke1 said,

The way I see it, it's an epic fail

Where do we have to click on Surface tablet? When Microsoft is pushing touch interface so heavily, out of blue, they want to click in. Totally absurd.


I think they should be advertising the benefits Surface has over the iPad (probably its main competitor). There will obviously likely be promotional material that will advertise its touch capabilities, but in these specific adverts, Microsoft is pointing out one of the ways Surface is more advanced than its main competitor.

I doubt this will confuse people. Everyone will find out that Surface has a touchscreen, one way or the other.