Pixel Envy

Written by Nick Heer.

Why Microsoft’s Surface Ad Might be a Miss

I really like Microsoft’s new Surface ad. But Stephen Hackett’s explanation of why it’s a miss is spot-on:

I don’t think the Surface ad is as effective as Apple’s were, however. It’s not because the spot is bad — I actually think it’s pretty damn clever. But Apple went with the brand building after it had introduced the world to the iPod. People knew what white headphones meant in 2007. I’m not sure people know what a keyboard case is about in 2012 quite yet.

Also causing a small problem is the end logo, which uses Microsoft’s new square brand. I don’t think that people have been exposed enough to the Surface, the keyboard cover, or the new logo for this ad to make sense.