Razorfish makes creative debut for Microsoft’s Bing

Everybody can make an ad these days it seems and Microsoft has turned to Publicis Groupe-owned digital agency Razorfish (which it knows pretty well as it used to own it) for its new TV campaign ‘Bing is for doing.’

The TV business moved from JWT last May, we thought to Crispin Porter+Bogusky, but this campaign didn’t anyway.

Strategy-wise it seems to be an improvement on JWT’s ‘Decision engine’ campaign and, mercifully, it doesn’t try for humour (never Microsoft’s strong point). In fact it deals with the rather serious matter of snowboarder Kevin Pearce’s recent injuries.

Given this focus there must have been some discussion about the recent death in training of high profile Canadian freestyle skier Sarah Burke. Do you pull it or not? The ad ran in the NFL Super Bowl semi-finals at the weekend.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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