Bing, Microsoft’s search engine, is launching an ad campaign this weekend featuring winter sports athletes whose can-do spirit underscores the brand’s new tagline, “Bing is for Doing.”
The first such ad, featured above, stars Kevin Pearce, a snowboarder who was on the path for the 2010 Olympics before a snowboarding accident left him with a traumatic brain injury. Pearce, now an aspiring sports commentator, talks about how he persevered despite the accident. “I made it,” he says. “I’m here. I’m chillin’.” The ads are set to premiere this weekend during X Games coverage on ESPN.
The campaign is the first from Co Collective, a new ad agency created by Ty Montague and Rosemarie Ryan, who used to work on the Bing account at ad agency JWT. The two left JWT last year and within a short time, they snared Bing. According to a report in Advertising Age last September, Razorfish, a digital ad shop formerly owned by Microsoft, was also involved in the planning for the new effort.
Lisa Gurry, director of Bing, says the new tagline is an “evolution” of the old campaign. “Out of the gate, decision engine helped us differentiate from our competitors and peak interest from consumers,” she says. “We heard loud and clear that people love Bing because it helps them do interesting things.”
The campaign comes after Bing edged out Yahoo in December to become the number two search engine, next to Google, according to comScore. Google, an archrival of Microsoft’s, still holds a commanding lead in the category — its market share is 65.9% compared to Bing’s 15.1%.
Meanwhile, Google hasn’t run TV ads promoting its search engine in some time. The company’s last major campaign for search, in 2010, including the 60-second Super Bowl commercial “Parisian Love,” (see below), which tied Bud Light in USA Today‘s AdMeter that year as consumers’ favorite Super Bowl ad.
More About: Advertising, bing, Google, Marketing, microsoft, Yahoo
Todd Wasserman 20 Jan, 2012
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Source: http://mashable.com/2012/01/20/new-bing-ad/
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