We first covered the rather different advertising campaign for Microsoft’s iPod wannabe MP3 player the Zune in November. Enamored perhaps by the surrealism presented in the original campaign, Microsoft has sponsored a project called Zune-Arts, which created the above ad for the Zune.
According to Wired earlier this week, the site is dedicated to creating “pieces of art, content with viral potential, instead of just a [regular] 30-second commercial.” Microsoft’s Robert Schaltenbrand said that the campaign is part of Microsoft’s push to target “the cultural core, the key influencers in society that pay attention to this kind of art,” presumably so they’ll buy Zunes. Each clip created for the project revolves around the concept of sharing, which apparently is the Zune’s main selling point.
Regular TechCrunch commenter Fake Steve Ballmer claims that Microsoft has “finally cracked the cool thing” but I can’t help that think that this would be way cooler under the influence of one of a variety of drugs*, as opposed to it being appealing to a broader spectrum of key influencers. Does this make you want to go out and buy a Zune?
*TechCrunch does not condone the taking of illicit substances, description for graphical demonstration purposes only
Wow. First comment. Anyway, the commercial is totally awesome, and I agree that Microsoft has finally broken it’s seriousness to a new fantasy world. It’s now what I would call, artistic cool (don’t ask). It makes me proud to be a Microsoft fan. Yes, it does make me want to go out, buy a Zune, and ditch my stupid Video iPod. However, ever since Bill Gates issued a public letter on account of the zune 2 being out, basically saying he liked what the zune team did, but if the team had more time, it would have been a whole lot better, I’ve been inclined to sit that round out and wait for the Zune 3. Awesome Commercial though.
I have to agree with Fake Stevie B – these are SO MUCH better than the typical MS sludge advertising. Will I buy a Zune because of it? No. But I’ll consider downloading whatever that song is on iTunes
It’s a stretch of a commercial, but i doubt it will have anywhere near the impact its competitor(ipod) has made
I like the approach Microsoft has on the creativity level. I’m actually interested in picking up a Zune 80 and selling my iPod touch. Although I’m not sure about that quite yet.
i like it alot better than the ipod commercials…
the marketing for the zune has always been colorful, lively…different…The original zune was anti-climactic though to all the marketing.
This has changed with the zune 80. it is very nice to look at. And goes very nicely with all of the pretty colored ads…
This is a very cool ad by the way…cute characters, vibrant colors, cute little story, cool tune to top it all off…
Im likinig the zune brand more and more every day, it is used very nicely in this ad…
MS needs to release iZunes along with that
No I will not buy a zune again… However the commercial is lovely, and I will hit that bong for shizzle my nizzle.
Wow. I have a Zune 2 (80GB). After having bought four iPods and two Sansas (kids are hard on these things!).
But I had to test the drug theory. Watched the commercial “sober” and liked it ok. Smoked Peyote, did two mushrooms and a few bong hits, shot up some Valium and bought a ton of MS stock.
WTF – MS stock probably has more room to move upwards then Apple stock does, right?
Commercial was definitely better on drugz, but I ended up watching it for three hours! I missed Friday Night Lights and Vegas!
And seriously – I love my Zune. Plugs into my XBOX 360, my HDTV, my Windows PC AND my little ears. And syncs over WiFi. Honestly, the Zune is a better music/video player for my taste. Even when I am stone cold sober (hey, it happens!)
Rob
No, I don’t want to buy a zune. I detest microsoft.
I might like it a little better if microsoft were to send me a bag of pot. (for medicinal purposes)
sincerely,
angela hayden
ART GODDESS
I bought a Zune 80 because 1) My Creative Zen Vision:M suddenly died, and 2) The new Zunes have a great set of features compared to anything else out there.
I managed to get the last Zune in the DC area -> http://www.russ...in-the-dc-area/ After looking around on Amazon Marketplace, i saw I could make a hefty profit from my purchase and I ended up reselling it 5 days later for $329.99.
They’re wasting their time. Just a continuation of the previous commercials, it’s just an attempt to go after apple. Good luck. If I were microsoft, I’d make the zune an ipod for the business user. Add wifi, apps, maybe even a projector. Do something different…
@Paul did you know that the zunes 2.0 were sold out. also was one the hottest selling gadget on amazon.
I the ads are way more cooler than apple’s ads.
Any marketing people out there? So every MP3 player on the market is THE SAME THING – a hard-drive or flash memory with an MP3 decoder. The only way to differentiate is through marketing – which apple is simply masterful at. They are not selling ipods in the their ads, they are selling the coolness associated with the ipod, which is really what the customer is purchasing. There are dozens of MP3 players that are better that ipod technically.
Microsoft is selling the funky idea that zune is psychedelic, which differentiates it in the marketplace. Do you really want to be like everyone else or do you want to be different (remember when this was Apple’s pitch?)? Its actually a brilliant strategy. You can talk for hours about features and technology, but people are buying image with these things now. Way to go MS!
Phenomenal commercial. Would make for a sick virtual world campaign.
The commercials are nice eye candy but that is all they are… they don’t get me EXCITED to go out and buy a Zune anymore then the iPod commercials do.
I would suggest that they are even a little bit too far “out there” for most people to understand or to bother trying to figure them out – in a world where more people look for Bitney Spears then what is going on in Darfur – I don’t think this comment is much of a stretch.
Jon
Stop the Apple Borg take over!
Green Bud rules!!!
Positive marketing. Apple likes to bash.
@arpit – you sure you want to go ahead and claim zune as a successful product launch? not sure if i’m willing to follow you out on that ledge.
No…I don’t feel anything…
Nope…nothing…
Not a thing…
Wait….wait a sec….I….kind….of feel…
Yes…there….there…it….is!
Je…je….je…je…je…
I’m gett’n an iPod, dude!
Viral Advertising feels like a good idea to me, could easily reduce the costs of advertisinsg.
http://tekno-wo...ld.blogspot.com
Great commercial….
http://www.whatshottoday.com
Duncan, you’re right. This reminds me of the days we used to hit the bong and go watch the Pink Floyd laser show in Golden Gate park. WOW! Those were the days.
Take a step back for a second and think how this type of stuff causes people to buy arbitrary products. Every day. It’s almost insulting when you realize that this entertainment is intended to cause you to buy. Yet we create it, consume it, and buy.
Looks good idea!
FYI – the song in the commercial is “Eucalyptus” by The Deadly Syndrome – great LA band.
http://myspace....edeadlysyndrome
This is really a great idea, iPod enthusiasts and wannabes will definitely love this.
Nhick
http://www.itrush.com
Pet peeve: There’s no ‘h’ in “wacky”.
Nice ad but I’m quite happy with my iPhone thanks.
Already did… Zune 80 rocks! I highly recommend it.
I dig the retro bright color magazine ad campaign and these commercials almost bring out some of the lsd left in my spine.
I don’t get it and I think that’s a good thing.
WHOAAAAAAAAAAAAAAAAAAAA SPARK THAT BLUNT SPARK IT!!!!!11
See how the ugly trollish creatures eat the cute little regular animals then morph into larger versions of them?
ZUNE Baby!
http://fakestev...er.blogspot.com
the ONLY way for the zune to be “cool” is to not put the word “microsoft” anywhere near it. so they don’t put it in the commercial.
the animation is very good as is the design and the music.
still don’t want a zune tho.
‘course i don’t want anyone to piss in my ear either.
video is not available…
iFans can’t handle real art……they must stick to their elitist players and desktops/laptops. And to say Zune Arts is something better served with your local neighborhood dope is really a low blow. What? The psychodelic nature of the iPood commercials and billboards not doin’ it for you?
As an Apple fanboy, I liked the commercial.
I just don’t understand why the AT&T logo is up in the sky.
There cool in an artist way, with a fun little story. But, these ads are far from selling anything. The apple ad’s use the product to show it’s coolness. These ads show cool, but no product. Even if they showed the product at the end that would be better, but that still doesn’t match up to having your characters use the product throughout.
I bet it looks cool on the big zune screen too. Just pass along the colorful weirdness.
Zune 80 not being in stock is due to a couple potential reasons.
1. Under manufacturing due to poor anticipation of market demands.
2. Component shortages for whatever reason.
3. Line down issues – always a possibility and it has stopped Macbooks from shipping before.
4. Under manufacturing to create artificial hype by seeding the market with a limited amount of devices.
I’m voting for #4 as the Zune has been underrated versus the iPod in just about every review there is out there (if only Metacritic aggregated reviews of consumer electronics as well). Furthermore, both messaging for the Zune 2 is nearly non existent and mindshare of this last gen device is at the same level. The Zune 2 social is still a ghost town and I bet the few lonely Zune owners are getting tired of sharing songs with themselves.
Look at me, I’m cool because I say “iPod wannabe.”
Cool video … a little violent, however. I agree with you Duncan, I would have enjoyed it better 20 years ago
Is is too much to expect that you’d do some research before posting?
Zune-Arts.come has been around since the original Zune was released. By all means, it was “relaunched” – given a new interface – a few weeks ago:
http://www.zune...s_relaunch.aspx
But that hardly qualifies as “new;” nor does it justify the first paragraph in the post.
“New to TechCrunch” does not equal “new,” and it’s a misrepresentation of the facts to suggest so. While TechCrunch is “a blog,” it’s one in name only – and personally, I’d appreciate a touch more accuracy.
I’m not going to buy a Zune, but I did download this album from iTunes to put on my iPhone because of the commercial.
Thanks Microsoft!
The comments are depressing
Real Technology
- http://youtube....h?v=85zCwCQPDI8
Real Drugs
- http://youtube....h?v=2C5XuylNFLo
Best watched on an iPhone.
Groooovy duuude.
Just what the world needs, another product commercial that has no actual relevance to its product!
Kudos.
Reminds me of Spore actually.
And is that the AT&T logo!?!?
they are trying too hard… (to put it nicely)
Geez apple fanboys, or ms haters ….. in today’s age of media playing devices everything is an iPod wannabe!
They got to the market first with an amazing marketing campaign, and cool designed product.
Give MS a break, they’ve done amazing things with the zunes (from version one to version2)…
This advert is testament to the changes going on in MS regarding there products. Kudos to them..
I’ll definetely be getting a zune, probably version 3 but maybe version 2. I recently got an iTouch, but that thing always plays up on me (especially when im browsing and playing music at the same time!
Support your favourite products by not bashing their competitors! What are you guys , 12 yo’s ???
cool commercial, too bad you don’t know it’s for the zune until the last 2 seconds. it will never work
Cool video. The one on the Zune site with the snakes is good too.