New Microsoft Surface ad in Chicago on car wash building

On Friday, we reported on a Neowin reader who spotted the first sighting of the Microsoft Surface street art campaign in the city of Chicago. Only a few hours later, another Neowin reader gave us the heads up on yet another Surface ad that has been placed on the side of a Chicago business.

The reader, Xabier Granja, alerted us to his Twitter post which has the images of the Surface ad, placed on the side of a local hand car wash business at 1520 North Halsted in Chicago. Granja also told us, "Funny note - it's a 2 min walk away from Apple Store."

Again, Microsoft has yet to comment officially about these Surface street art ads. However, it's clear that this viral marketing campaign for the upcoming Windows 8/RT tablet is growing and we could see even more sightings in the weeks ahead of the Windows RT's version planned launch on October 26th.

If you see a new Microsoft Surface ad pop up in your neck of the woods, don't hesitate to let us know about it; you could find your credit and image posted on our front page!

Source: Xabier Granja's Twitter page | Image via Xabier Granja

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OK people, this is how Viral advertising works.
We are part of the hype machine.

If we want the products to succeed, we need to play the game. The game is, find the Ad.

I think what Neowin are doing here is SPOT ON.

Keep up the good work!

deadonthefloor said,
OK people, this is how Viral advertising works.
We are part of the hype machine.

If we want the products to succeed, we need to play the game. The game is, find the Ad.

I think what Neowin are doing here is SPOT ON.

Keep up the good work!


Neowin is a group, so if you wanted to use "are," you would say "I think what [the people at] Neowin are doing here is SPOT ON" or if you wanted to say just Neowin it would be "I think what Neowin [is] doing here is SPOT ON." Just a little grammar Naziism for you. I hate it when people use the third person plural conjugation of a verb when referring to a company. A company, referred to as "a company" or by its name, should always be paired with a third person singular conjugation. I may not be a linguist, but I've studied one other language and am currently studying another besides English. I have, since, become extremely annoyed by incorrect usage of English verbs.
I-am
You-are
He/she/it/group-is
We/Y'all/they-are
That is the English conjugations for the present tense for the verb "to be" please read and use correctly!

slayr007 said,

Neowin is a group, so if you wanted to use "are," you would say "I think what [the people at] Neowin are doing here is SPOT ON" or if you wanted to say just Neowin it would be "I think what Neowin [is] doing here is SPOT ON." Just a little grammar Naziism for you.

Actually, you are dead wrong on this, and I shold know, linguistics are (or is) an integral part of my teaching career. What you are referring to are collective nouns, and depending on what subject you're referencing, you may perfectly use either a plural or a singular verb conjugation.

When you use a collective noun with a plural verb, you're acknowledging the fact that it is comprised of individual beings and thus you are referring to all of them: Neowin are great writers. This would be the same as saying The team at Neowin are great writers. Both Neowin and Team are collective nouns and we're addressing it as a group where we acknowledge many individual beings.

This is further evidenced by the fact that you could not say *Neowin is a great writer since it's not an individual but a collective noun. You could however say Neowin HAS great writers. In such a case you're referring to Neowin as a group not comprised of individuals, but as a full individual entity instead, thus allowing you to use a singular conjugation.

Therefore, you may use both singular and plural conjugated verbs with collective nouns and both are grammatically correct, but their meanings are slightly different. Also, keep in mind: American English tends to (which is a tendency, not a rule) use the singular conjugation for collective nouns whereas British English tends to use the plural. Both are capable of using singular and plural with collective nouns, yet each society has their preference. None are wrong, both are one more example of sociological linguistic variation.

My advice for the future: never assume that what you do in your country - specially if it's not the only one that uses your language - is the rule or the main, correct use. I guarantee you, for each case you think that, there's a region somewhere in the world to prove you wrong. Universal statements are very dangerous, a fact you quickly learn in the field of humanities research.

I'm changing all my I.T. department plans now that Microsoft has ads on car wash walls. This changes EVERYTHING!!!

(WHY is this news? Is there a need to post every time someone sees an ad? This is really silly.)

Not being the one who always moans, but do we really need a post for every ad spotted? Why not have one unified post/forum thread with all the sightings instead?

Possession said,
Not being the one who always moans, but do we really need a post for every ad spotted? Why not have one unified post/forum thread with all the sightings instead?

The last two Microsoft Surface ad news posts were based on Neowin reader sightings..indeed, we were the first website to post that these ads started showing up in Chicago thanks to one of our eagle eyed readers..we want to promote those kinds of sightings on our front page to give them some credit...

theyarecomingforyou said,
Please can Neowin stop advertising for Microsoft?

You're telling a site mainly focused on Microsoft news to stop updating people about Microsoft? The clue is in the name NeoWIN.

theyarecomingforyou said,
Please can Neowin stop advertising for Microsoft?

Looking at the home page, I see 6 advertisements for Google products and 5 for Apple products. These dont interest me. And yet, I am not whining about them being there.

theyarecomingforyou said,
Please can Neowin stop advertising for Microsoft?

The only reason I come here is that Newowin has always had the most comprehensive collection if Microsoft news on the net.

So if I read you correctly, You're asking the site to abandon its fans?

nohone said,
Looking at the home page, I see 6 advertisements for Google products and 5 for Apple products. These dont interest me. And yet, I am not whining about them being there.

Those are announcements about activities or products, not a post about a new advertisement that has appeared. I haven't seen Neowin posting every time Apple or Google put up the same advertisement on a different building or TV station.

deadonthefloor said,
So if I read you correctly, You're asking the site to abandon its fans?

No, I'm asking Neowin to stop posting stories every time that Microsoft put up an advertisement. One article covering the advertising campaign is plenty.

theyarecomingforyou said,
One article covering the advertising campaign is plenty.

Not really. If this were another product version by MS, then sure, there's no real need to cover each little update. The surface doesn't fit this category though: it's MS's first real and potentially huge effort in the pc hardware building business. Surface marks the first time MS takes such an important and meaningful step into this market, and as such, every little bit of information is relevant and interesting to most Neowin readers.

I really hope you also complain on Apple-centric sites everytime there's a "news" article on a maybe, supposedly, who knows, possibly remotely semi-accurate new iPhone case design that not even the Foxconn worker's mother's aunt's neighbor can confirm (or deny).

I'd like to get one of these when they come out but these ads are lame. Are they going to clean the Surface marked on the walls some time later or its not made of paint?

kinpin said,
I'd like to get one of these when they come out but these ads are lame. Are they going to clean the Surface marked on the walls some time later or its not made of paint?

I'm pretty sure Microsoft talked to the owner of the buildings, otherwise what they are doing is graffiti.

dagamer34 said,

I'm pretty sure Microsoft talked to the owner of the buildings, otherwise what they are doing is graffiti.

Which ever way you look at it, its going to destroy the building for good and sounds like a really bad idea. ..

kinpin said,

Which ever way you look at it, its going to destroy the building for good and sounds like a really bad idea. ..


Get over yourself.
These sorts of ads have been painted on buildings for ages.
Back in the 20s they painted newsprint style ads on buildings on a weekly basis.
Some of the best lost history is what is painted over.

dagamer34 said,

I'm pretty sure Microsoft talked to the owner of the buildings, otherwise what they are doing is graffiti.

Doubtful. More like the ad agency MS hired for this campaign delegated the logistics to local media companies.

FoxieFoxie said,
Y no advertise WP8? You are paying for ad space already anyway

These types of ads don't fit with WP8 really. The surface having that brand name works with ads being placed on walls that are also a "surface" etc. We'll see WP8 ads in mid-late Oct after MS has finally done their full rundown of the OS for us.

FoxieFoxie said,
Y no advertise WP8? You are paying for ad space already anyway

I think we'll see heavy windows 8 promotions on tv (remember all of those 'I'm a pc' ads for windows 7) more closer to launch date.

FoxieFoxie said,
Y no advertise WP8? You are paying for ad space already anyway

its easier to advertise for hardware then for software..