I agree with Alysson, Microsoft has not ever given the users the “warm fuzzies” in all the years they have been around. The fun and laughter is on their campus rather than out to the public. It’s the big gorilla here in Seattle area, so we are used to it.

Microsoft never rooted themselves in the idea of being the best, the most innovative, the most user-friendly, the most visually appealing, etc. Nor did they care if people liked them or their products. When you bought a PC you were forced into an arranged marriage with Microsoft. The end.

I really like this quote from Alysson. It sheds some more light on why Microsoft isn’t funny. Lisa, your post suggests it’s because “funny” is not something we associate with the Microsoft brand, but that’s only half the story. I think a more-accurate description would have to include something about how we’ve all been burned by Microsoft products at some point in our lives. In other words, Microsoft has to overcome a negative public sentiment–not a neutral one.

I never considered Doritos to be a funny brand either, but their ‘09 Superbowl commercials made me crack up. In a single commercial, they redefined their brand’s image in my mind. Prior to those commercials, I didn’t really have a strong opinion about Doritos. But if I had grown up in a world where Doritos were the only food available… and each bag took 2 hours to open… and some bags would explode at random and burn your face off…

…then no, I wouldn’t have laughed at their commercials either.

But folks – we didn’t create it. The community created it (ok, we sponsored a contest and the winner got 500 bucks), and the community on YouTube voted for the winner. We didn’t create, we didn’t pick it as the winner – y’all did. :)

But I like this one, too. http://www.bing.com/community/media/p/9541296.aspx

Lisa is 100% right.

And why oh why did I click that vomit ad link. I’d love to know the name of the ad agency who created that masterpice…

Sean

Watching Microsoft try to be funny is like watching your dad dance at a wedding. For whatever reason, it seems to be beyond them. So, I agree that they should explain why their product is different and how I will benefit using it. I really would like to know – from them, without the gags.

They never bothered to build a rapport or a relationship with consumers because, aside from Apple, we simply had no other choice. That was their marketing approach: “We don’t care if you WANT it, we’ve built a world where you NEED it – and you can only get it from us. Now, get outta here and quit bothering us…can’t you see we’re counting our money?!?!”

The problem they face now is how to get the masses to actually choose to use their product when there are other, more familiar and seemingly more trustworthy, options available. Right now Microsoft clearly thinks “funny” is the way to go. They might be right. Then again, maybe not.

One thing is certain: if funny is going to be their approach, they need to take a step back and figure out what funny is – because that irritating, seemingly endless, repetitive, nonsensical jingle/video is not funny. It may stick in people’s heads FOREVER, but that doesn’t mean it will make people want to use Bing. In fact, it could backfire…monumentally. Lisa summed it up in two words “horrifically AWESOME”. And let’s not forget that the word “awesome” does NOT necessarily mean “good”. :)

Microsoft can BE funny, they just have to make sure it actually IS funny. This is one of those things that my mom would pass around as being funny but um… isn’t.

Personally, I think the cavemen and lizard stuff has jumped the shark for Geico (same with the duck for Aflac) but failed previous attempts certainly don’t mean you can’t get there in the end.

Because of this they struggle to compete with companies and cultures (like open source) that can innovate and deploy at the drop of a hat. So in the end they turn to pathetic gimmicks to sell their products that are just “good enough”.

I can’t link to it cause I can’t find it at the moment. But it’s out there.