Microsoft takes on Google with this UK ad, where they show what information overload has done to us all. Bing is positioning itself as the"decision engine". This ad launches a campaign today, that Microsoft is backing with $2bn in media and creative.
"This is a big moment – we are taking out our slingshots and taking on Goliath," said the managing director and vice-president of consumer and online at Microsoft UK, Ashley Highfield, adding that he believed Bing met a real desire from both consumers and advertisers.
"People feel overawed by the internet and what they turn up when they are searching," said Highfield. "We are also in a world where people have forgotten there is an alternative search engine."