Surface 2 advertisement skips the details, focuses on 'thin and light'

It’s only been a few days since the Surface 2 announcement and it looks like Microsoft is in full advertising mode as the company has released another video to its YouTube page.

The video, which is 31 seconds long, may be destined for the commercial airwaves to educate the consumer on the new features of the device. The video focuses on being “thinner, lighter, faster” and also highlights a backlit Type 2 cover as well.

The video is light on details and simply shows off the device in a minimalistic approach. It does show off the new dual-stop kickstand but we do wonder if the video is almost too light on the details.

Considering that the first Surface RT was not that well received, simply putting the device on the screen without many details as to why you should purchase it could be a tough sell with a consumer who is already accustomed to the iPad.

Still, it appears this time around Microsoft may be forgoing the song and dance they used when the first Surface RT launched. Only time will tell if Surface 2 does better than its older brother.

Source: YouTube

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33 Comments

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Looks good to me. Show them that it's a sexy device. Tell them it also has Office built in when they come to look at it. Insta-sold.

again problem with marketing, 31 second and shows nothing but faster, lighter? and some woshing sounds and effect? really? I can do better, show people office (word, excel, powerpoint, outlook) show them Internet explore loaded facebook.com. show them stock app running side by side outlook. awwwwwwwwwwghhhhhhhhhhhhh. ms marketing team are useless

Come on folks. It's only 30 seconds long. They can only show so much. It's meant to be a visual presentation of the product highlights.

5 seconds is more than enough for faster lighter. If you pay attention most of this video is pointless woshing effects. really? these kind of ads are least effective ones. people think its a movie trailer. or something

Leopard Seal said,
Come on folks. It's only 30 seconds long. They can only show so much. It's meant to be a visual presentation of the product highlights.
Showing Thinner, Lighter, Faster could have been the first 5-10 seconds. Then 15 seconds of use case that didn't involve flashy bs but actually showing the screen doing useful things with and without the keyboard would be nice.

leoberto said,
As a video for their YouTube channel, it's OK. But I don't think it would work on television.

This ad is just referencing the original Surface reveal ad. They never ran that one on television either.

Ok people, please keep this in mind,, MS is way late to the tablet scene, this being said, I think that this add is fine, remember the adds for other tablet makers back when they started? They did similar adds to show off when they designed slimmer updated versions They'll (MS that is) get there, one day I hope lol.

This ad is great and you guys obviously don't understand how advertising works. They have ad longer ads, shorter ads, and various ads targeted to different audiences.

For this one, they have to stick to a set length time, this one is more of an intro ad and I think they did an excellent job with keeping to the slick Surface brand while also VISUALLY showing a lot of the new capabilities all in that short time.

j2006 said,
This ad is great and you guys obviously don't understand how advertising works. They have ad longer ads, shorter ads, and various ads targeted to different audiences.

For this one, they have to stick to a set length time, this one is more of an intro ad and I think they did an excellent job with keeping to the slick Surface brand while also VISUALLY showing a lot of the new capabilities all in that short time.


I'm pretty sure Brad knows "how advertising works."

Anthony Tosie said,

I'm pretty sure Brad knows "how advertising works."

Why are you so sure of that? He's blogging on neowin. Where are his marketing credentials and body of work in advertising. It's strange to me that you simple assume that hey knows about advertising, yet you feel Microsoft (...a billion dollar corp) doesn't.

One thing I want them to clarify is the SD card reader.

The SURFACE.COM site mentions the reader is a SD reader that can add 2GB of storage memory. This means they would have downgraded the SDXC reader that is present in the Surface RT to a normal SD reader.

If true, do you have any clue how brain damaged this decision would be? Adding only 2GB to the 32GB version (which only has 16GB free) is plain ridiculous.

I still hope this is just a marketing paper mistake.

I like the ad, its neat. It will make people curious who are not aware about the product. Im thinking the next ad after this will show the features like apps and other things.

Does anyone know where I can find a pic of the new power adapter being used? I thought I read it was redesigned and I'm curious if it will work for the original Surface Pro because it is (if anything) the single biggest pain using the Pro.

And about the Ad - not sure if this is a step back in advertising for them or not. I wonder if this is a product of the new marketing company they were supposed to be using.

They said they redesigned the part that you hold in your hand and added a light that can better be seen.

The adapter wattage did not changed and remains at 24W. The pins are also the same.

thealexweb said,
A tag line of "It's got Microsoft Office for free" would be more effective to some types of people.

Yup, the ad is another fail... for the love of god just show people what it does, show the apps, show it in use, people want to see that you can play awesome games on it, and update facebook and things related to music, and microsoft office and stuff like that... Every device this day and age is thinner and lighter it's not really a selling point...

I suppose anything is better than that crazy dancing robotic POS they offended my eyes with.

Uplift said,

Yup, the ad is another fail... for the love of god just show people what it does, show the apps, show it in use, people want to see that you can play awesome games on it, and update facebook and things related to music, and microsoft office and stuff like that... Every device this day and age is thinner and lighter it's not really a selling point...

I suppose anything is better than that crazy dancing robotic POS they offended my eyes with.


Couldnt agree more. Thinner lighter faster is what people expect, we should be told this (except for maybe 2 seconds in a video where it shows off what it does, dont focus the whole advert on it).

thealexweb said,
A tag line of "It's got Microsoft Office for free" would be more effective to some types of people.

Free Office, 200GB SkyDrive, unlimited Skype international calling, multitasking. Productive.

And fun: Spartan Assault Xbox Music & Video.

Uplift said,

Yup, the ad is another fail... for the love of god just show people what it does, show the apps, show it in use, people want to see that you can play awesome games on it, and update facebook and things related to music, and microsoft office and stuff like that... Every device this day and age is thinner and lighter it's not really a selling point...

I suppose anything is better than that crazy dancing robotic POS they offended my eyes with.

the better twin said,

Couldnt agree more. Thinner lighter faster is what people expect, we should be told this (except for maybe 2 seconds in a video where it shows off what it does, dont focus the whole advert on it).

Does people not expect to play games, update facebook, and do things related to music? I would expect that. Therefore with me, being thin, light, have a built in kickstand, illuminated keyboard would be EXACTLY what caught my eye if I saw this on a commercial. I don't know what the hell you guys are whining about, it's like you are programmed to complain...Seriously. That commercial spot is perfect for 31 seconds. Besides, how can you show the product, show someone using it, and do all the stuff you claim needs to be there in 31 seconds.

One more thing, Everything out there today is NOT thinner and lighter and thinner and lighter is a HUGE selling out.

uxo22 said,

Does people not expect to play games, update facebook, and do things related to music? I would expect that. Therefore with me, being thin, light, have a built in kickstand, illuminated keyboard would be EXACTLY what caught my eye if I saw this on a commercial. I don't know what the hell you guys are whining about, it's like you are programmed to complain...Seriously. That commercial spot is perfect for 31 seconds. Besides, how can you show the product, show someone using it, and do all the stuff you claim needs to be there in 31 seconds.

One more thing, Everything out there today is NOT thinner and lighter and thinner and lighter is a HUGE selling out.

Who whining? I just personally think Microsoft make poor advertising decisions.. at the end of the day people aren't buying their products so they need to showcase them in a better light.. I didn't want to bring up Apple but just look at their iPad campaigns, they make the average person sitting on a couch infront of a tv say 'i want that' .. they already expect it to be a sexy device.

Here is an iPad 4 ad, from when it was new: http://www.youtube.com/watch?v=cZ9uYw5sqqs .. they don't even mention the device aesthetics.. it's all about what it can do.

I think i've seen one MS add, with the little girl painting and skyping to her father, this was right on the money, pretty sure it was Windows 8 though, can't really remember..

Uplift said,

Yup, the ad is another fail... for the love of god just show people what it does, show the apps, show it in use, people want to see that you can play awesome games on it, and update facebook and things related to music, and microsoft office and stuff like that... Every device this day and age is thinner and lighter it's not really a selling point...

This would be the "Microsoft Tablet Edition Office Inclusive Facebook Enhanced with Gaming Support 2013" school of advertising.

Uplift said,

I didn't want to bring up Apple but just look at their iPad campaigns, they make the average person sitting on a couch infront of a tv say 'i want that' .. they already expect it to be a sexy device.

Uplift said,

Here is an iPad 4 ad, from when it was new: http://www.youtube.com/watch?v=cZ9uYw5sqqs .. they don't even mention the device aesthetics.. it's all about what it can do.

Didn't want to bring up Apple, yet here we are...

First off, that commercial didn't not make me say "I want that." Additionally, If that commercial was showing me what ipad can do, then perhaps that's why I wouldn't have said "I want that." because it didn't do anything but play.

I have an ipad 3 at home, I use it to do bedside surfing, remote control my AR Drone, and play the occasional game. No TV commercial played into my purchase. But when I leave the house in the mornings or travel on a photography expedition, I carry my Surface Pro.

Don't get me wrong, I somewhat agree with your point, but your point is not a one size fit all solution.

There are many angles and approaches to advertising, and they appeal to different types of people. Some people like dancing, some like colors, some like photography. When you show a commercial doing something that some likes you tend to get their attention. If I like windows 8 and was thinking about getting a tablet, seeing a surface pro commercial may appeal to me. I already know what windows 8 can do, so if the device runs it then I know what the device can do.

Once again, it depends on the viewer. I'm sure you and I can sit down and look at ten commercials, and pull completely different things and draw different meanings out of most of them. Just saying.

BTW, as far as whining goes, if you are not whining, then I guess you weren't the target of my comment. However, if the shoe fits...