With Ads, Google Rivals Try to Break the Borg’s Spell

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The other search engines are getting busy pitching their products directly to consumers. The screen grab above is from an e-mail Yahoo sent to my personal address. True to form, the portal takes the lifestyle approach.

Ask’s TV spots go all out for the emotional connection. This one shows a small guy on a big guy’s shoulders (“If you don’t Ask.com, you don’t get.”) Another shows founder Apostolos Gerasoulis with his ten-year-old son Eli, who says, “Google isn’t better, it’s just more popular.” Then of course there’s the Bigfoot-goes-on-a-date spot.

Microsoft meanwhile tackles the reasoning businessperson with a full page spread in the The Wall Street Journal last week. Copy sensibly plays up the “first inning” meme and talks about Virtual Earth’s 3d mapping features.

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