Microsoft's all-dancing Surface Pro ad: Misplaced 'Glee?'

Having released an ad that is a kissing cousin to its launch ad for the Surface, does the new Surface Pro ad suggest the two products are identical? Does it matter?

Take it off and dance, boss. Microsoft/YouTube Screenshot by Chris Matyszczyk/CNET

I know that there are many industry leaders who would dearly love to come into work, remove their cashmere coats, and dance on the boardroom table.

So few are afforded the opportunity -- or, quite frankly, have the courage or the moves.

Yet Microsoft's Surface Pro is such a liberating piece of machinery that you can cast your inhibitions into a distant closet and make like an inebriated spider.

That is one conclusion that might be reached from viewing Microsoft's new danceathon to launch this elusive product.

What might seem odd to some is that this ad is so similar to the launch ad for the straight-up-dancing-schoolgirls Surface .

Redolent of "Glee" at its (almost) finest, this ad showed the sheer exuberance that occurs when you get a Surface in your hands, discover that it makes a clicking noise, and feel the quite insane need to wave it around in public.

All it was missing was George Michael.

Some people enjoyed it. Some thought it the second coming of a bygone era. Perhaps the latter is precisely the effect Microsoft was trying to achieve.

But the Surface Pro is supposed to be a heavy-duty machine for heavy-duty things like, um, spreadsheets and firing plans.

Doesn't repeating the danceathon with people in nice suits lead one to think that this Surface is precisely the same product as in the original "Glee" ad?

Hey, remember that Surface thing? You can use it at the office, too. Yes, you can even wave two of them around at once, as you're heading into the quarterly finance meeting.

I suppose some will notice the pen being wielded. But is this a good thing?

Perhaps the aim is merely to tell you that this Surface For Business is called something different from the other one.

Perhaps, too, the aim is for the product to have sex appeal. This might have factored into getting the director of Justin Bieber's seminal "Never Say Never" movie to again exercise his skills here.

This might also be why Microsoft is now offering "extended footage of the school girls" from the original Surface ad.

For a product that is enjoying a certain cachet of elusiveness , somehow this Surface Pro ad makes it seem a little ordinary.

Apparently, everyone's got one.

Where's the glee in that?

 

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