The Channel Wire

March 21, 2008

Google's informal code of conduct is 'Don't Be Evil,' a reflection of its commitment to not exploiting its users. But a new Microsoft ad campaign is sending an altogether different message: 'Don't Be Dumb.'

Microsoft's 'No One Wants To Look Dumb' ad campaign uses a series of short, cringe-inducing videos to convey the message that visiting MSN can help one avoid the embarrassment of not possessing the knowledge necessary to converse in a variety of everyday situations.

One video shows a young man who's about to go on a first date but suffers a panic attack after realizing his conversational abilities are non-existent, a situation Microsoft claims he could have avoided by visiting MSN.

Another video shows a woman headed for the water cooler, but who ends up cowering in an office supply closet instead, because she's not up to date on the latest headlines and celebrity gossip she needs to chat with her co-workers.

The MSN campaign also features radio ads and billboards in Seattle, Chicago, Los Angeles, San Francisco and New York. The MSN billboards contain baffling messages such as "Sherlock Had Watson. You Have Us." and "Free I.Q. Points. Collect Them All.", according to a Thursday blog post by Todd Bishop, a reporter with the Seattle Post-Intelligencer.

Microsoft could be circling the wagons around MSN in response to the steady erosion of its search market share, which slipped from 9.8 percent in January to 9.6 percent in February, according to market research firm comScore.

In the same period, market leader Google saw its search share jump from 58.5 percent to 59.2 percent, while number two Yahoo's share fell from 22.2 percent to 21.6 percent.