"Soar" and the "WoW" – Microsoft Windows TV ads

Six years ago, Windows XP was launched with a television advertisement called “Soar”. Six years later, Windows Vista is launched with a television advertisement called “Wow”. How has a television advertisement for an operating system changed?

  • 1:00min runtime
  • Story-driven – continuous journey
  • Fantasy
  • Very audible background music
  • Upbeat, lots of action, movement
  • No speech
  • $200 million advertising budget

  • 1:00min runtime
  • Theme driven – each scene is separate
  • Real experience
  • Ambient background music
  • Emotional, inspirational, slow movements
  • Speech & voiceover
  • $500 million advertising budget

Both ads are very good, but interesting to see how times have changed.


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