Bing tackles Search Overload Syndrome
Microsoft’s newly branded Bing search engine takes on “Search Overload Syndrome”, according to a set of television commercials released this week. The ads, developed at JWT, promote the scaled down search results provided by Bing, in comparison to the unedited results found on the competition.
The first advertisement in the series starts with viral videos and economic collapse, showing the anxiety associated with information overload. The second half of the commercial presents a calmer, more considered approach to life associated with Bing.
While everyone was searching, there was bailing. While everyone was lost in the links, there was collapsing. We don’t need queries and keywords if they bring back questions and confusion. From this moment on, search overload is officially over. People have been lost in the links for far too long. We’ve become all search and no action. It’s time to get things right. It’s time to make decisions. We don’t need another search engine, we need the first ever decision engine from Microsoft. From now on Bing and Decide.
A woman asks her husband if he has booked tickets to Hawaii. Instead of answering the question he reads out all the search results, relevant and irrelevant.
A young woman asks her father if he picked her out a cellphone. Instead of answering the question, he recites all the words and phrases associated with his search for a cellphone.
The Bing Search Overload campaign was developed at JWT New York by chief creative officers Ty Montague and Harvey Marco, executive creative director Walt Connelly, creative director Jeremy Postaer, art directors John Cornette, Andrea Schneider and Scott Bassen, copywriters David Ekholm, Brock Kirby and Larry Silberfein, agency producers Kristen Barnard, Michael Glennon and Sam Walsh, group business director Beth Waxman-Arteta, business director Diane Epstein, account directors Karima Rasul/ Jeff Barrett/ Kristen Lohwasser
Editor was Chris Franklin at Big Sky Editorial.