Microsoft's first commercials for its Surface tablets emphasized the optional keyboard covers, though little focus was placed on the features of the tablet itself. The company's latest commercial does the opposite.
In a new commercial that began running Thursday, Microsoft emphasizes the fact that the Surface RT can run the Office productivity suite, has full-sized USB ports and can function as a laptop replacement. The commercial also references the optional keyboard covers, though the emphasis is clearly placed on the tablet. Microsoft has yet to upload the commercial to its YouTube account; this article will be updated when it does.
A transcript of the commercial's voiceover is as follows:
Imagine you only needed to carry one device – a device with the speed and capabilities of a laptop but the size and touch of a tablet. Imagine a device that runs Microsoft Office with Word, Excel, PowerPoint and OneNote. Imagine a device with a USB port and a keyboard so you can 'click in' and do more. Now stop imagining. Click in to Microsoft Surface – one device that lets you do so much more.
The new commercial has been running during major finales, such as the series finale of "The Office" and the season finale of "Elementary." The latter show has featured the Surface RT in several episodes, making it one of many series that have included product placement featuring the tablet.
Microsoft's first commercial for the Surface RT, directed by "G.I. Joe: Retaliation" helmer Jon M. Chu, featured actors dancing with the tablet and connecting it to the optional keyboard covers, though little attention was placed on the tablet's capabilities. The commercial was named the most effective ad of the year for a tablet by television analytics firm Ace Metrix, though it has been criticized in both the media and on social networks for being too theatrical while not emphasizing capabilities of the tablet. Chu later directed a commercial for the Surface Pro that featured actors dancing with the Window 8 tablet.
A second commercial for the Surface RT showed the tablet in action, though it too focused more on the tablet's appearance than capabilities. The commercial was later parodied by comparing it to Apple's more subdued advertisements.
Update: Microsoft has uploaded the commercial to its YouTube page; the video can now be seen at the top of the article. Additionally, a third-party website that monitors television commercials has information on when the commercial has aired.