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Microsoft's previous attempt at ads were actually quite a failure; strange thing is, Vista was actually also quite a big failure wasn't it? Hmmm
The new Microsoft Windows Mobile 7 Windows Phone 7 Series ad suggests (at this point) that Microsoft will be playing it safe during the entire campaign for Microsoft Windows Mobile 7 Windows Phone 7 Series advertisements.
The ad for Microsoft Windows Mobile 7 Windows Phone 7 Series highlights several of the Microsoft Windows Mobile 7 Operating System's key features, such as Facebook integration and its "hubs" aggregating mobile apps and Web content, but doesn't try anything too funky - although the character named Anna seems a bit too overjoyed to be getting a message from the babysitter at the very end.
The ad may be playing it safe, but I don't remember Microsoft saying anything about the hardware requirements including a funky Star Trek-style hologram projector - I wonder why not?
I think this is actually a good direction for Microsoft to take. Whenever their advertising tries to be hip, it inevitably implodes. See the Vista ads with Bill Gates and Jerry Seinfeld for an idea of what I mean:
But when Microsoft sticks to the strict middle of the road, as it did with the "Laptop Hunters" ad campaign and its focus on price, or the "Windows 7 Was My Idea" spots and their focus on random passersby with delusions of grandeur, then the reaction seems to generally be more positive and longer-lasting. I expect, based on this first ad, that subsequent spots will try to show how Windows Phone 7 Series impacts the daily lives of "real people."
Microsoft Update: Microsoft Windows Mobile 7 Windows Phone 7 Series Ad Plays It Safe