Since it launched in late 2012, Microsoft has positioned its Surface tablet as a fun, hip alternative tablet, emphasizing its construction and form factor. That failed. So with its latest commercial, Microsoft has returned to its corporate roots: productivity.
Microsoft’s latest Surface ad is oddly named—“Imagine”—but it's actually the most grounded of the Surface advertisements Microsoft has produced so far. And the real kicker of the ad, which begain airing last week, is the tagline: “Microsoft Surface. The tablet that runs Office.” The key message is clear: OK, so we weren’t really able to position the Surface as the bridge between work and play. Instead, let’s get down to business.
Recall that, to date, Microsoft’s Surface ads have been all sound and fury. Witness the “Movement” premier, followed by “Groove” as well as “ Vibe." But what have they signified? Little. Microsoft has seemed inordinately proud of the rhythmic noises the Surfaces', er, surfaces make, as well as how easily the hardware opens, shuts, and snaps together. Every so often there's been a shot of the Start screen—look, Netflix! And is that a chart?—but, by and large, Microsoft’s Surface strategy appears to be predicated on dancing its way into our hearts and briefcases.
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