The Story

Back in June, Fast Company asked the question many of us have been pondering, “Can Hotshot Ad Guy Alex Bogusky Make Microsoft Cool?” In short, the cover story discussed how Apple has single-handedly rebranded Microsoft as ‘uncool’ over the years, and how Microsoft is looking to change that by awarding its $300 million consumer-branding campaign to Crispin Porter + Bogusky.

(The agency is famous for making clients step outside of their comfort zone, much like what we advocate. They’re also well known for taking unhip brands, like Burger King, and making them cool again).

So, now it’s your time to judge. Bogusky have released their first ad for Microsoft, which you can watch right here.

Find more videos like this on AdGabber

Corporate branding is tough. All eyes are on Bogusky to successfully turn around the Microsoft brand, as they’ve done with so many other large companies. So what do you think, are they heading in the right direction?

Consider this comment from Adgabber, “…it’s also appealing to see Bill Gates depicted as Ordinary Dude, platinum member of a cheap shoe retailer. Will it turn him into a quirky — but beloved! — brand ambassador a la BK’s King? It could. We’ll see.”

This entry was posted on Friday, September 5th, 2008 at 1:38 pm and is filed under Kick Ass Ideas & Musings, Branding, Corporate branding, Experiential Brands, Apple Branding & Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.