Microsoft Sees a New Image of Itself in Windows 8

The company is rolling out products it developed without its regular partners
Illustration by Peter Oumanski

In the runup to its official unveiling of Windows 8 on Oct. 26, Microsoft has flooded the airwaves with a catchy TV commercial for its homegrown Surface tablet. The spot features people of all walks of life performing dance moves while showing off the Surface’s attached kickstand and its clever cover that doubles as a keyboard. Early signs indicate the ad is doing more than just driving interest in Surface. It’s caused viewers “to see the company as moving in a new direction,” says Peter Daboll, chief executive officer of the ad tracking company Ace Metrix, which monitored consumer reception to the Surface commercials.

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