Tuesday, January 30, 2007

Vista Ad Blitz Set to Begin

+ Last night Microsoft launched its advertising for Vista, with an estimated $500 million to spread the word across 20 countries. Last night, Comedy Central had the standup of Demitri Martin, of the Daily Show, sponsored by Vista with some weird old guy in a jump suit talking about Clearification.com.
"The Wow starts now," two years in the making with McCann Worldgroup, encompasses an online consumer-participation promotion themed "Show us your wow" (the winner gets a trip around the world).
Demitri also stars in the advertising for this as well, which was a little weird, but not that bad. Right after they showed Martin's standup, they Daily Show was on with Gates as the guest.

But wait there's more!
A human billboard will feature 16 dancers forming the Vista and Microsoft Office icons, and Microsoft Chairman Bill Gates himself will host an invitation-only party in Times Square. A slew of retail promotions are set for Jan. 30 in more than 30 markets around the country and will include Xbox giveaways and school PC-lab makeover sweepstakes, as well as rebates and special deals. Microsoft experts will be on-site to answer questions. Microsoft CEO Steve Ballmer will greet customers at Best Buy in New York.

But it's the TV ads that will garner much of the attention-and inevitably it won't be all good. The spots picture "Wow"-murmuring moments such as a '60s-looking family staring at a black-and-white TV as a rocket blasts into space, a hippie climbing up on scaffolding to look out over the Woodstock crowd, a young boy staring out his window at a early-morning snow-blanketed street, and a man putting down a chunk of rock on the table as those gathered watch the Berlin Wall being torn down on TV. The juxtaposition will provide surefire fodder for the blogosphere.
Basketball superstar LeBron James also lends his celebrity to the ads. In a vignette, he is playing with a group of kids when one breaks in front of him, zipping off and doing fancy dribbles down the court. Mr. James stares after him and says "Wow." At the end of every spot, a man opens his laptop in a darkened office while the voice-over intones, "Every so often you experience something so new, so delightfully unexpected, there's only one word for it."

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