First Windows 7 ad tonight

Microsoft will try to leverage the positive buzz surrounding Windows 7 starting tonight with a new television ad highlighting the favorable reviews received by the operating system in advance of its Oct. 22 launch. If Kylie in the commercial looks familiar, it's because you've seen her in a Windows campaign in the past.

AdAge.com first reported details of the commercial today, quoting a Microsoft advertising manager, Gayle Troberman, explaining that Microsoft wants to highlight the positive buzz about the new operating system, in contrast with Apple's strategy -- which she said "may be more about attacking and slamming."

Microsoft is walking a fine line with an ad like this, because it's setting high expectations for the new operating system in the minds of consumers. Then again, it's notable that the selected quotes focus on practical characteristics such as stability and responsiveness. In other words, the message is that Windows 7 will improve your computing experience. In contrast, the Windows Vista ads -- "the Wow is Now" -- seemed to reach for something much bigger, that ultimately wasn't supported by the product.

The Windows 7 commercial debuts tonight on the CW's "Vampire Diaries." It's not the actual Windows 7 launch campaign. Microsoft hasn't yet shared details of its plans for the launch, or how much it plans to spend, but it's expected to focus more then on the promised benefits and features of the operating system.

About Todd Bishop

Todd Bishop is co-founder and managing editor of TechFlash. He has covered Microsoft and the technology industry for more than five years, most recently as a daily newspaper reporter and blogger based in Seattle.

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