Microsoft gets 'busy,' but to what effect?

A new WindowsLive ad campaign, created by an agency based on Capitol Hill, has some cute slogans but does little to show how the technology helps us.
Crosscut archive image.
A new WindowsLive ad campaign, created by an agency based on Capitol Hill, has some cute slogans but does little to show how the technology helps us.

You've seen the billboards or ads, perhaps (The New Busy think 9 to 5 is a cute idea), or the backlit rooftop signs on cabs (The New Busy Use Cabbies as Therapists). The New Busy is an ad campaign dreamed up by Microsoft and the boutique Seattle ad agency Creature, on behalf of WindowsLive, apparently to promote its faltering Hotmail service.

The official explanation: 'ꀜThe new busy are not like the old busy. Let the old busy have their stress balls, their antacids, and their crazy eyes. We are the new busy. We are redefining busy. Because we know that having a full calendar means having a full life. Take a look around, explore the world of the new busy, and check out how Hotmail can help you do it all."

Some of the slogans are kinda cute (The New Busy "put their pants on both legs at a time" or "wake up with stamps on their hands" — what, because they went clubbing and got shitfaced?); some get more technical (...prefer one-stop inboxing). Clicks take you in a dozen directions (urging you to install Silverlight, whatever that is). Are these supposed to be funny? Aren't ads supposed to show you how the product or service solves a problem?

Makes you think of all the other misguided ad campaigns the big Softie has run. The one with Bill Gates comes to mind. Bing comes to mind (Daddy, what's a Decision Engine?). The "Windows 7 was my idea" comes to mind. The New Busy roll their eyes.

  

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About the Authors & Contributors

Ronald Holden

Ronald Holden

Ronald Holden is a regular Crosscut contributor. His new book, published this month, is titled “HOME GROWN Seattle: 101 True Tales of Local Food & Drink." (Belltown Media. $17.95).