Bing

Ad medium: TV (national) and YouTube

Brand: Mirosoft’s Bing search engine

Overall Grade: A

Quick Review: Microsoft launched its Bing search engine in early 2010 with a series of ads under the theme of “Search Overload”, where one person would mention something to another- “Is that OK?”, and the other would launch nonsensically into a tangent on Oklahoma, or some other unrelated topic.  The nonsensical conversations between the two people were awkward and off-putting, and after seeing the ad for the millionth time, it got downright annoying.

And then, like a breath of fresh air, came the “Los Links” campaign in May 2010.  Perhaps Microsoft got hip to the fact that the “Search Overload” ads were a drag, and decided to go for something fun, lighthearted, and entertaining.  The “Los Links” ads are a spoof of Latin American telenovelas, with the beautiful leading lady torn between two handsome lovers.  The deciding factor for which one wins her heart? The one who uses Bing to find links that work, so he knows where to take her on a romantic date.

The ad is shown in general market programming, and yet is entirely in Spanish- the whole ad is subtitled, a rarity in the world of high-impact TV advertising.  The ad is only humorous if one is aware of the high corny factor in Spanish-language soap operas.  Do English-dominant TV viewers get it, or do they simply like the slapstick element and beautiful leading lady?  Is this ad more effective for U.S. Hispanics or a general market audience?  We find the ad entertaining and effective- and love hearing Spanish in primetime.  See for yourself below and let us know what you think in the comments: