Microsoft Hopes "Ray of Light" Makes XP Shine

  |  October 16, 2001   |  Comments

With new ads featuring Madonna's Grammy award-winning song, the Redmond, Wash. software giant seeks to convey a feeling of good vibes and liberation by using its upcoming Windows XP.

Microsoft this week launched ads in support of its upcoming Windows XP operating system, which the company has called its largest marketing effort to date.

The television spot is intended to convey the freedom that comes with using the new product. The ads show people flying across placid meadows and into the sky while Madonna's Grammy award-winning "Ray of Light" plays in the background.

Other shots show people using Windows XP, and reading email and watching video using Windows XP. Copy reads, "You soar. Yes you can."

According to sources, that tagline replaced "Prepare to fly," which either Redmond, Wash.-based Microsoft or its ad agency, McCann-Erickson Worldgroup, pulled following the Sept. 11 terrorist attacks.

The ads debuted during ABC's "Monday Night Football" and will likely run through Microsoft's Oct. 25 unveiling of the software at a gala event in New York City's Times Square, featuring concerts by as-yet-unnamed pop stars.

It is unknown how much the company paid Madonna for rights to her song, or whether the Material Girl will be appearing at the launch event, but Microsoft evidently is sparing no expense in promoting Windows XP. The ads come as part of the $200 million cash bundle that the software giant has reportedly allocated to advertising, marketing and joint sales agreements for the operating system.

This isn't the first time that Microsoft has licensed a popular song for use in its commercials. The effort to feature a song by Madonna calls to mind the company's earlier campaign for Windows 95, which saw Microsoft hand over a reported $14 million to the Rolling Stones, for the rights to "Start Me Up." That song appeared in television spots in reference to Windows 95's new "Start" menu button.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.


COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?


    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora,, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...