The latest Surface Pro 4 ad takes it on a football player scouting trip
Microsoft has roll out yet another set of new TV commercials for the Surface Pro 4. This time, the focus is on pro football scout Trey Brown, as he uses the tablet on the road to evaluate college players.
The new Surface Pro 4 ads debuted on Thursday night during the Carolina Panthers-Denver Broncos NFL game. They represent yet another aspect of the partnership between Microsoft and the NFL when it comes to the tablet. In the commercial, Brown says having a powerful device like the Surface Pro 4 allows him to quickly go through all of the data he collects on each player he scouts.
Once again, jabs are made against Macs, with Brown stating that being able to write on the display of the Surface Pro 4 and the ability to turn it from a laptop to a tablet cannot be done with Apple's notebooks.
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Will it ever happen? Is it too late?
Why they can't come up with something along the lines of "Windows is you. Your life. In everything", and then actually show how that works is beyond me.
They also need to realize that for most, a device is just a gateway to what they really care about. This ad is a fairly good example, but it still falls short of tying the product to what people really care about. Featuring football scouts, bug ladies, and police sketch artists is fine, but that's not what most people do. They are still hung up on the business aspect of using Windows, but that is the market they already have 95% of. They need to be showcasing how to use the devices as a gateway to what most "normal" people care about doing when they are not at work. Ads need to feature people engaged in Facebook, Hulu, Netflix, Instagram, Skype,etc. By continuing to paint the product line in their ads primarily as a business tool (and it is a good one), they miss making the connection with people that it's a lifestyle tool. This would be like Pixar advertizing their latest animated blockbuster movie by showing clips of how the artists do virtual 3D rendering, instead of showing clips of the movie itself. Tie the product to LIFE and the experience of it, not just the nuts-and-bolts work aspect.