Editco.net

Bing is Microsoft's answer to Google and in this UK launch ad for Bing by JWT London you can see the strategy: customers are pissed off by Google listings which clearly don't match what they're searching for.

Or are unduly influenced by digi agencies and others throwing a ton of money at said listings to get all sorts of irrelevant stuff up to the top.

And this ad hits that conundrum on the nail.

But the problem is, the strategy's showing. It doesn't make you warm to Bing. You maybe don't warm to Google but for the most part it's always done what you wanted it to (with irritations). Whereas anything Microsoft stands for is big, not that easy to use and susceptible to endless upgrades that cost you money.

Bing is potentially much better than that.

JWT on top form -and, to be honest, that's a while - should have been able to get this message across and created a bit of warmth as well as telling the product story.

Compared to many of Microsoft's recent advertising efforts this is hugely competent, a definite improvement.

But it's an informercial rather than the start of a campaign.