Microsoft Zune 2 TV Ads Explain Nothing
Micorosft sure doesn’t tell us much about the new Zune 2 one of its new TV ads. Instead, the company just shows an actress taking an Alice in Wonderland-esque trip where she dances with pink rabbits and swims with a giant jelly fish will. I’m glad Microsoft’s putting some marketing muscle behind the Zune 2, but this TV ad really misses the mark.
Microsoft tells viewers “you make it you” instead of explaining any real benefits of the Zune. Microsoft’s got a lot of work to do to catch up to Apple, and would probably benefit by sticking to the basics instead of letting its ad team recreate their latest acid trips on the small screen. Maybe they should stick to the basics and show off its features, kinda like the Apple ad below which was crafted by a college student.
via Slashgear
Subscribe
If you enjoyed this article, subscribe to receive more just like it.
While music and everything around it is very subjective I’m curious what type of ad *would* have worked for you. A few thoughts off the top of my head about your comment…
- Apple’s iPod is considered the reining king of PMP marketing yet their commercials have never told us anything either, from day one, yet people still seemed to be interested enough to buy them up in droves.
- You said the ad tells us nothing new, I’m curious how much more new information there really is? We pretty much know all the specs, release dates, functionality and looks of the new Zunes.
- College students are the exact market that new technology is often marketed to, and adopted by, so an ad created by one would probably be a very good idea. It’s usually after the early adopter waves pick it up that the suits and soccer moms follow.
- You said they should stick to the “basics” but I’m curious what the basics are? Given the huge wealth of features offered by the new Zunes (and new Zune firmware) it probably makes more sense to drum up interest than go for the hard sell right off the bat. Otherwise you end up with either something lame like “Hi, I’m a Zune, I’m an iPod” or a boring listing of features in some contrived social setting.
I’m not saying they shouldn’t try other things as obviously it didn’t work for you but I’m curious what direction they need to go for your demographic vs. mine? For me the ad worked because I’ve been tracking the new Zune features and already know the hard specs, I just want to be entertained at this point and the ad did a good job of that.
While music and everything around it is very subjective I’m curious what type of ad *would* have worked for you. A few thoughts off the top of my head about your comment…
- Apple’s iPod is considered the reining king of PMP marketing yet their commercials have never told us anything either, from day one, yet people still seemed to be interested enough to buy them up in droves.
- You said the ad tells us nothing new, I’m curious how much more new information there really is? We pretty much know all the specs, release dates, functionality and looks of the new Zunes.
- College students are the exact market that new technology is often marketed to, and adopted by, so an ad created by one would probably be a very good idea. It’s usually after the early adopter waves pick it up that the suits and soccer moms follow.
- You said they should stick to the “basics” but I’m curious what the basics are? Given the huge wealth of features offered by the new Zunes (and new Zune firmware) it probably makes more sense to drum up interest than go for the hard sell right off the bat. Otherwise you end up with either something lame like “Hi, I’m a Zune, I’m an iPod” or a boring listing of features in some contrived social setting.
I’m not saying they shouldn’t try other things as obviously it didn’t work for you but I’m curious what direction they need to go for your demographic vs. mine? For me the ad worked because I’ve been tracking the new Zune features and already know the hard specs, I just want to be entertained at this point and the ad did a good job of that.
Great points Shawn. Guess I’m coming from the point of view that in order for the Zune to succeed it not only has to be a great device, but MS will have to convince millions to switch from their iPods. This commercial doesn’t convey a single reason why I should switch.
For those of us that know the specs forward and backwards, this ad does fine in reminding us that the Zune 2 exists- but if you already know everything about the Zune do you really need a TV ad to remind you to go out and buy one? You and I know the specs, but MS needs to get millions of average non-techie folk familiar with the Zune brand and its features.
I think MS can do something creative and not boring, but still show off its wireless sync, GUI, etc. Think of the iPhone’s TV spots that showed single features like maps, web browsing, etc. Simple but successful.
Great points Shawn. Guess I’m coming from the point of view that in order for the Zune to succeed it not only has to be a great device, but MS will have to convince millions to switch from their iPods. This commercial doesn’t convey a single reason why I should switch.
For those of us that know the specs forward and backwards, this ad does fine in reminding us that the Zune 2 exists- but if you already know everything about the Zune do you really need a TV ad to remind you to go out and buy one? You and I know the specs, but MS needs to get millions of average non-techie folk familiar with the Zune brand and its features.
I think MS can do something creative and not boring, but still show off its wireless sync, GUI, etc. Think of the iPhone’s TV spots that showed single features like maps, web browsing, etc. Simple but successful.
I explored the difficulties MS will have with its ongoing Zune strategy (with links, videos and background) at:
In the shadow of the iPod: Microsoft Zuning out of the Social
http://counternotions.com/2007/11/06/zune-no-longer-social/
“…Zune has no compelling advantage over the iPod, other than being not-the-iPod. With the possible exception of Sony (that apparently cannot write software if its life depended on it), there’s really no other company better positioned to challenge Apple’s digital music hegemony than Microsoft. But is Microsoft being delusional here or is Zune 2 just a bridge to Zune 3 that’ll crush the iPod?”
“So what does Microsoft do for Zune 2? Double the ad budget ($17 million for the next six months), change the ad agency (McCann-Erickson’s new T.A.G. unit in San Francisco) and drop the “Welcome to the Social†strategy.”
I explored the difficulties MS will have with its ongoing Zune strategy (with links, videos and background) at:
In the shadow of the iPod: Microsoft Zuning out of the Social
http://counternotions.com/2007/11/06/zune-no-longer-social/
“…Zune has no compelling advantage over the iPod, other than being not-the-iPod. With the possible exception of Sony (that apparently cannot write software if its life depended on it), there’s really no other company better positioned to challenge Apple’s digital music hegemony than Microsoft. But is Microsoft being delusional here or is Zune 2 just a bridge to Zune 3 that’ll crush the iPod?”
“So what does Microsoft do for Zune 2? Double the ad budget ($17 million for the next six months), change the ad agency (McCann-Erickson’s new T.A.G. unit in San Francisco) and drop the “Welcome to the Social†strategy.”
I keep reading negative reviews about the new Zune ads, and just have to disagree. As a graphic designer, I prefer the Mac’s performance with my design programs… therefore, I’ve been a loyal Apple customer for 10 years. And am a huge fan of their past ad campaigns, both print & tv. However, the Zune commercials, PARTICULARLY “Ballad of Tina Pink”, has me swaying towards the Zune 2 over the iPhone.
CREATIVITY SELLS!! Not only to creatives like me, but also to the majority of teens & 20-somethings. We need to be seduced by art, music, and imagination. We can always go to the website or the store & check out the features & specifications.
In the tech world of advertising you need to be fresh, edgy, creative to set yourself apart. Apple has had that over Microsoft all this time…
Until now.
I keep reading negative reviews about the new Zune ads, and just have to disagree. As a graphic designer, I prefer the Mac’s performance with my design programs… therefore, I’ve been a loyal Apple customer for 10 years. And am a huge fan of their past ad campaigns, both print & tv. However, the Zune commercials, PARTICULARLY “Ballad of Tina Pink”, has me swaying towards the Zune 2 over the iPhone.
CREATIVITY SELLS!! Not only to creatives like me, but also to the majority of teens & 20-somethings. We need to be seduced by art, music, and imagination. We can always go to the website or the store & check out the features & specifications.
In the tech world of advertising you need to be fresh, edgy, creative to set yourself apart. Apple has had that over Microsoft all this time…
Until now.