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Microsoft's new Windows 7 ads try to be cool

In a new series of ads for Windows 7, Microsoft largely eschews words in favor of more cool thoughts such as images and music. Will it succeed?

There are those who believe Windows 7 doesn't need selling.

As long as reviewers continue to suggest that it is a fine, fine thing, then people will gravitate towards it as they buy their (much cheaper than Mac) PCs.

Microsoft is, however, taking no chances. It has released nine new ads designed for you to not be ashamed of being seen in public using the new operating system.

And what's the best way of encouraging people to not feel ashamed? Why, you try to make your product cool.

It is not cool to ever tell people you are cool. You must be it. You must sound it. And you must look it.

So I have embedded three of the films for you to decide just how far up your frigid cool scale Windows 7 has risen.

You may note the very sparse use of words, the delicate musical choices, even the sly wit.

For myself, I tend to notice the rather excessive scrubbing that seems to have been eked out upon far too many of the actors.

Casting is a very difficult art, and especially in the "Your PC. Your Life" film, I wonder if the man who sings about waiting for his spaceship to fly (and what can that possibly mean?) doesn't look a little too polished to be a truly raw exemplar of cool.

Still, as Mao Tse-Tung was always fond of whispering to those closest to him in intimate situations: "A revolution is not a dinner party, or writing an essay, or painting a picture, or doing embroidery."

No, wait, that wasn't the quote I was searching for. It's this one: "Women hold up half the sky."

No, no, it can't be that one. It's definitely this one: "Despise the enemy strategically, but take him seriously tactically."

You see, the enemy's tactics are, as Microsoft has learned sometimes to its cost, very cool indeed.