I’m a fan. They take the simple premise that whatever you type into a search engine returns thousands of unrelated and unwanted results. They then apply this concept to normal human interactions and conversations.
One ad has a father and son in a TV store. The father asks the simple question “So do we want an LCD or Plasma?” to which the boy replies “plasma is an ionized gas.” Later in the spot we cut back to the father and son where other people have chimed in “plasma cutter,” “blood plasma,” etc. Each commercial ends on a black screen with yellow and white text proclaiming “WHAT HAS SEARCH OVERLOAD DONE TO US?”
It’s a clever campaign reminiscent of a sketch from the Carol Burnett Show in which product placement comes to life and terrorizes our protagonist. The Bing.com commercials are successful in the way they provide memorable humor that connects to an everyday occurrence for web users. It also lends itself to cross generation and demographic flexibility, as demonstrated in another ad that features a couple getting ready for bed.
The commercials got me to try bing.com – at least to find their commercials. From what I can tell there are some good points, and some negative parts to their search engine. For right now I think I’ll stick with Google.