Oh Internet Explorer you’re confusing me!
We used to be good friends, we browsed exciting things
together, went to new places, it was awesome for a while- then I realised you
weren’t appreciating my loyalty, you were taking me for granted: You got me as
a user but you never offered me anything new. I moved on, I went to Firefox. And noooow you’re trying
to win me back: No.
This is exactly how the new ad feels to me: this “kids of
the 90s” rubbish, like a drunken phone call from an ex. Don’t try reminding me of
the good times, I remember the buffering, the slow browsing speed and I do not forget easily.
Yeah I’ll give the clever clogs behind this ad a high five,
they are definitely playing with the right heartstrings here, I mean hungry
hippos and tazos? Come on! They are
definitely pulling out the big guns, fair play. The styling is great I loved the font used, even the colours took me back, the bowl
cut had me rolling around laughing (my brother sported one ’95 through to ’99) and they managed to pinpoint those icons that aren’t too overdone or too
underground, well done. What kills the ad for me though is that stupid
emotional score, WHY???, and the voiceover- it’s bordering on ironic but it’s
just not quite there yet making it way over the top for me. It’s such a pity
because, in all honesty, I was almost almost considering taking you back Explorer, almost.
Another issue I have with this, as I do with a lot of Explorer ads, is I can see you strategy, it’s so blatant. You want males and
females between the ages of 20 and 28 to get your product don’t you? Probably students
or entry-level jobs, living in cities? So uncomfortably obvious. We don’t want
to buy when we think you’re trying to trick us into buying and we definitely
don’t want to buy when you’re not even tricking us well.
I had a similar issue with “a more beautiful web”
commercial although that was done slightly better. Once again- well made
commercial, I was into it, until I realized it was aimed at me and then I felt
awkward. Like someone being interested in you because you’re “just their type”,
it’s just a put off. The one thing that that ad had that the other one was
lacking: an incredible soundtrack, props to whoever discovered that songs
because they propelled Alex Clare into the charts, smarty-pants.
I realise it must be incredibly hard for Microsoft right
now, they definitely took their old users for granted and are now paying the
price badly: they’re the brunt of jokes on the internet and they’re definitely
losing users. Their honesty online is refreshing: they’ve created a website browseryoulovedtohate.com
and they open with the line “we’re good now, really”. I like that, that’s
interesting. I wish that they could convey that well in their TV campaigns. In
my entire search I managed to find one TV ad of their which I found honest,
insightful and slightly more subtle than the rest. And it has a cat joke-
always a win in my books. So here it is for you to enjoy:
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