Microsoft’s Bing Commercial Claims No Search Overload
The first ad for Microsoft’s rebranded search engine, Bing, focuses on the claim that internet users have been overloaded with search links, and their new engine will fix that. This new $100 million campaign is set to advertise everywhere, including television, print, radio, and online.
Although the commercial is not anticipated to mention the name of Google, they are clearly targeting the search giant and trying to persuade users that Google search isn’t all that. The ad is entitled ‘Manifesto’ and connects search engine effectiveness with Wall Street woes and bank bailouts.
A narrator says that while people are searching, there is bailing, and while they are lost in the search links, there is collapsing. They don’t need keywords and queries if all they get back is confusion and questions, the narrator continues, and from this point on, search overload is over. The commercial then continues to describe Bing, calling it engineered to cut out the crap 100 percent. The final line of the ad states that it is time to Bing and decide.
Meanwhile, it doesn’t seem to have overly impressed everyone, with Carol Bartz, the CEO of Yahoo Inc., elaborating on the potential of an internet search partnership with Microsoft. She stressed that her company isn’t feeling any pressure to complete a deal with the company, and she downplayed the new search engine. Bartz did say, however, that a deal between the two companies may provide important benefits, as well as save up to $700 million in costs for Yahoo, which is a little less than what was expected among investors.