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
- China's leader is telling the People's Liberation Army to prepare for war
- The religious right isn't retreating — it's reforming
- How I lost all my money
- Diagnosing the Home Alone burglars' injuries: A professional weighs in
- How academia's liberal bias is killing social science
- Why Pakistan won't hunt down the terrorists within its borders
- 10 things you need to know today: December 22, 2014
- How to be the most productive person in your office — and still get home by 5:30 p.m.
- A brief history of the Christmas present
- 43 TV shows to watch in 2014
Subscribe to the Week