You call this negative?

For followers of this blog, you know I love it when consumer brands go negative:

1. It tickles me because many traditional advertisers have a holier than thou attitude towards negative advertising,

2. and it’s always interesting to see their takes on negative ads. Some like Apple do it very very well, others like Direct TV and Dish, eh not so much.

Mircosoft is the latest to join the negative ad bandwagon. They have a whole “don’t get scroggled campaign” which generally goes after google for being less than their vaunted “do no evil” policy. The appoach is interesting because previously they tried to show how their search engine Bing was superior. I guess that campaign wasn’t so successful so Microsfot decided they would (horrow) go negative.

So is their negative campaign any better than their positive one (which sucked)?

Wow, you get two ads for the price of one.

Ad One is two real people conversing casually… expect their spouting Bing talking points. These ads work to the extent that the acting and diologue sound authentic and real. This ad fails in that respect… fails pretty miserably. The acting is stiff, but maybe that’s cause the dialogue sounds more like they’re reading from a memo. Seriously Microsoft this is the best you can do?

Ad two is a ponteially interesting concept, having these goofy Internet type people, intereacting with the two actors because they know so much about him. I think the ad would have been better served moving full force with this concept, rather than trying to balance the two concept. It has potential for humor and more critically potential to show the viewer what’s wrong with Google, rather than telling them via awkward talking points.

This is almost a parody of a negative ad, and it’s neither this nor that. Not funny enough to be interesting and not pointed enough to make it’s point with force.  Without this sounding too snarky it feels like a pollster’s ad, all message but poor execution.

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