In a new ad, the company has decided to feature its vast financial commitment (said to be $400 million) to the NFL.
Still, the Seahawks were once a terrible team. Now they are, as Americans like to say with myopic abandon, “World Champions.” Microsoft can dream. This is a good thing.
This latest ad features the Seattle Seahawks, some deeply moving, contemporary music and an atmosphere of dark foreboding.
This sponsorship hasn’t gone as well as been hoped. Too many of the NFL’s announcers have referred to the device as “iPad-like.” Astoundingly, the NFL hasn’t found a way to suspend them for at least six games for this heinous offense.
True, there have been a few advertising mishaps along the way. The infamous twirling short-skirted teenies, for example. But Microsoft will not be deterred or interred.
It will keep on trying to make you understand that its Surface is the bright blue thing to be seen with.
There’s strategy, aggression and more than a hint of Nike and Beats. Perhaps Redmond feels that if it can align itself with that sort of mood, the cool people of the world will feel comfortable being seen with a Surface in their hands.The only problem is that the company is starting from behind.
Microsoft will not give up.
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