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As a regular complainer about marketing (and lack thereof) of tech products, I have to applaud Microsoft for trying something very different. I can't yet tell where this campaign is going but some of the criticism is just more of the same Apple fanboy crap. This web spot has some amusing moments and advances the theme of the first TV spot. One thing that is clear is that the campaign is designed to discuss "big things" ie, the potential of software in an accessible way. Everyone knew Microsoft had decided to spend a ton of money on a new ad campaign and had hired one of the most innovative agencies around to design it. What most then expected was a direct response to the Apple ads, but what Crispin is doing is a far more wholistic effort. This isn't a political campaign where Microsoft has to do a response ad to an attack. Instead, the agency can take time to lay a foundation and build a case. That is what is happening here. It is way too early to be judging this effort.
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