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Quick! Tell me about the most memorable Windows 8 commercial you’ve seen in the last year.
I’ll bet you can’t remember a single one except for the singing, dancing, clicking kids with their Surface RTs. Like the scary schoolgirls I've immortalized here.
Ironically, that wasn't an ad for Windows 8 at all. But it sure made an impression on the buying public, which wondered what the hell that was all about.
That’s a real problem for Microsoft, which has yet to deliver a clear, coherent, consistent message about why consumers should care about Windows 8.
In that respect, Apple has an almost unbeatable advantage: it sells only one iPad (two, if you count the new Mini), so its commercials are both training videos and demonstrations of the end-to-end scenarios it performs so well.
With its new series of “Compare” ads, Microsoft is finally trying to deliver that same kind of experience-based messaging. Let’s see if it works.