The video: Microsoft debuted its first commercial for the long-awaited Surface tablet during Monday Night Football, and rather curiously, it's full of "singing, dancing, and lots of clicking," says Chris Matyszczyk at CNET. The television spot, which features a colorful assemblage of hip youngsters giddily snapping the tablet's magnetic keyboard cover on and off, is the vision of director Jon Chu, who is best known for his work on the Step Up movies and Justin Bieber: Never Say Never. (Watch the ad below.) Microsoft has a lot riding on the Windows-powered device, which will reportedly start at $499 for an entry-level version, and be available starting Oct. 26. Will the Surface's TV debut help Microsoft win over the new fans it needs to take on the iPad?
The reaction: Is this "an episode of Glee?" asks Gavin Clarke at The Register. All the "body-popping plus formation jumping and twirling kids in starched whites and pressed plaid" are very obviously trying to prove one thing — that Microsoft's Windows tablets are "fresh." There's just one problem, says Richard Lawler at Engadget: The commercial doesn't "expose any deep details about the hardware, its potential price tag, or the software running on it." Still, says CNET's Matyszczyk, the ad at least "declares that Surface is less a product and more a movement." Unfortunately, some movements are good and some are painful. This? "Could be both." Take a look:
THE WEEK'S AUDIOPHILE PODCASTS: LISTEN SMARTER
- The Obama era is over. The presidency continues.
- America created the Islamic State of Iraq and Syria? Meet the ISIS 'truthers'
- What would a U.S.-Russia war look like?
- What is Molly? Everything you need to know about the party drug
- How Harry Houdini escaped death
- How American businessmen are ruining American business — and the U.S. economy
- On ISIS, neocons and liberal hawks have a 'boy who cried wolf' problem
- 7 grammar rules you really should pay attention to
- Russia's giant spy ship was a high-tech disaster waiting to happen
- Why you should stop believing in evolution
Subscribe to the Week