"This is advertising as hostage situation: Buy Windows 7 or the little kid gets it. "

Dan Niel at the La Times rips Redmond a new one - he does not like the unicorn filled ads with Kylie. Everyone knows that cornify.com owns the market of syrupy sweet unicorn and rainbow lurve!

Lets watch the ad, shall we?

The new TV ad campaign for Windows 7 (Crispin Porter & Bogusky) kicked off this week with a masterpiece of emotional manipulation that brings back Kylie, the precocious 4-year-old girl from the "I'm a PC" series. The slightly lispy Kylie -- who pronounces the product as "Windows Theben" -- is sitting at a table in front of a PC. "My name's Kylie, and I found these happy words all over my dad's computer. . . ." (Uh-oh, I hope dad's been behaving himself with his PC.) The "happy words" are rave reviews for Windows 7 from tech magazines, which Kylie then puts into a slideshow with images of a unicorn, a kitten in marshmallows, a bunny in a straw hat. "Happy words need happy pictures." Uh-huh. We can only assume as the campaign rolls out to the Windows 7 launch date of Oct. 22 that we'll see baby penguins and water-skiing squirrels hawking for the Redmond, Wash., software giant.

"I'm a PC and more happy is coming," Kylie says, with a sweetness that makes my teeth want to fall out.

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (2)

  • Bryan Sharp's picture
    Bryan Sharp

    I think the phrase that ruins this ad is "I'm a PC and more happy is coming." At first, we think she's just a little girl who made a slide show out of some random reviews with cute pictures from her favorites, and we're all like "awwwwww."

    Then she spouts out a slogan for a big corporation, a slogan that she obviously didn't write, and we're like, "how much does this little bitch know?"

    Sep 15, 2009

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