Dissecting the Microsoft Graffiti Surface Ads
Microsoft started its ads carpet-bombing yesterday by releasing a slew of covert graffiti Ads for its Surface devices. One of the Ads is shown above (borrowed from The Verge), and immediately I saw it a few things jumps to mind, and I have searched the Net and discovered almost everybody missed the subtle messages hidden in this picture above.
First let me start on the background. Why did Microsoft choose an old and dilapidated building to paint this Graffiti, they could have chosen a bridge or a nicer background, right? The house is standing next to a White-washed building. All this denotes the Old Windows Infrastructure, old and beaten of course. This Old building is Surfacing something new (pun intended). The white-washed building is the walled garden called Apple platform competing with this old platform.
Now, see those four lamps above the Graffiti? Five of them are burning (One is behind the board) and one is not burning. That denotes the release cycles of Windows 8, the fifth lamp is not burning because Windows/Surface is almost done. All the lamps burning will signify in this case that Windows and Surface fully ready.
Now comes my favorite part, the Stop signpost and the bikes. Anyone remembers what Steve Jobs called Windows when comparing it with the Mac? He called Windows a Truck, that trucks are dependable utility vehicles to get the job done, and Macs are Sports cars that you love to ride in the weekends or when you are feeling sexy, etc etc. Now, read what is on the signpost: “Truck Restriction” it says! Is this a coincidence? I think not.
The sign is saying Truck restriction here, this is a play-ground for the young and hip, denoted by those bikes. Look at that shiny Vespa posing for you right there like a model on a sidewalk. All these denotes hip youngsters. This Ad is telling you, “Windows is truck-no-more“, it is the playground of hipsters. That is what we are getting with Windows 8 and Surface. Sorry old people, Elvis has left the building! Microsoft cannot build its future on old dilapidated OS, it needs the new generation on-board, that is the future. You either take it or leave it. That is the strong message Microsoft has been sending out with Windows 8, the bold move to remove anything recognizable in Windows is a telling sign. You either come on-board and embrace the future, or be left behind in the dust of history.
I love this new bold Microsoft. The time of mediocrity is past, the time of a new future is here. Welcome new Microsoft, hello Sexy!
Image Credit: The Verge