I swear I'll never get these ad spots..but

good job! The Flash Zunes look incredibly sexy, even moreso than I imagined.

Thanks for the news! It's good to hear that the new Zunes will get a lot of advertising.

and the point of Zune

journey is...?

is it just a giant fancy link to Zune.net?

Looks good!

That's pretty creative of you guys, though I think the Zune's not really in it enough.

Still, it's a commercial that'll keep people interested.

but the TV ad is amazing! i think they should have featured the Zune a bit more before the very end of the ad though.

meh, I like the tagline, but the commercial didn't appeal to me. although that zune 4/8 looks awesome. Why isn't it the 13th yet?

That looks great! I love the direction that the Zune is taking, and it definately has its own style. Can't wait for the new Zunes!

Hrm. Looks good. But maybe too artsy? I dunno. It's so hard to tell how people will take it. Guess that's why I'm a programmer and not a marketing guy.

I should add that there needs to at least be one major ad campaign (in my opinion) that really shows off the device, the interface, it's capabilities, etc.

Just look at Apple's new iPhone ad, "Touch". Within 20-30 seconds, you know what it does, how it works, how the interface reacts to your touch, etc.

Great ad. This is what we need more for the Zune.  I hope it helps!!!

Aww, what an amazing ad! Will that air nationally?

The new zunes are going to be best of the market, CAN"T WAIT!!!! 12 more days!!!

Why isn't there more PRODUCT in these ads? Half my friends don't know what a Zune is and this ad doesn't help them figure it out. It's pretty, but pretty only works when people have a background with the product.

I must say I am a little disappointed in the zune ads and the journeys site. I am a disillusioned apple user and was really looking for to this years zunes.. but during the ad, I was already losing interest around the pink bunny part.. the mood lifted a lot through the ad, but I still dont know what the product does and why is it a good proposition.. I am mostly left with a "hmm, that was weird and kinda cool" feeling and promptly forget about most of the details in the ad within 5 mins.. the journeys website is a cool idea (have seen something similar before, though not for a commercial product) but the execution left me with a minor headache and nightmares about retro hippy graphics.. I am an multimedia engineer by profession and i know syncing sound and visuals can be done with mind blowing effects.. but this is a bit on the meh side of the spectrum.. zune really needs a better advertising team

Sweet vid, it's just fun to watch.

Where were you guys who want a tech demo when Apple had those dancing shadow people ads all those years? That's what established the iPod mystique, not a tech demo.

Ask a normal person if they "get" that iPhone ad you all like so much, and listen to what they say.

Doesn't make a great deal of sense that advert... it's nice fun and artsy but shouln't the star be looking at the zune whilst going through the worlds scrolling to video, then to pictures, music, social etc before she enters each realm of the zune world?

Ad is picturized very well. but, i feel it doesnot appeal to the masses.

I think you can guess what my next immediate tattoo will be....here's a hint, "Make __ you"

I own a Zune, love it.  But that was the dumbest commerical I've ever seen.  Seriously, Zune has to stop focusing on trying to be artsy and outside the mainstream and really just show off the device and how MS feels its better than the iPod or other media players.

I'm sorry, I really don't know where to ask this...

But I've seen that it'll be impossible to use the new Zune as an external hard drive...

I really want the new Zune, BUT I really would like it to be as well an external hard drive...

Do you think it'll be included in an update???

I don't wanna buy an ipod !!!

Very clever. Me likey!

When is the Zune coming to Europe???

The purpose of marketing and advertising is to SELL stuff-Sergio Zyman

These ads aren't selling anything.It's just creative for the sake of being creative.

The Zune Journey site doesn't work for me. I have the debug version of Flash Player 9 and after the loading indicator gets to 100%, there's a Flash/Flex error and the site does not load.

The following is the specific error:

"ReferenceError: Error #1065: Variable Site is not defined.

at global/flash.utils::getDefinitionByName()

at Core/::startApp()

at Core/::tweenProgressAlphaMotionFinish()

at flash.events::EventDispatcher/flash.events:EventDispatcher::dispatchEventFunction()

at flash.events::EventDispatcher/dispatchEvent()

at fl.transitions::Tween/set time()

at fl.transitions::Tween/nextFrame()

at fl.transitions::Tween/fl.transitions:Tween::onEnterFrame()"

What song is that playing on the Zunejourney site?

I like it.

I was also wondering what the song was on the zunejourney site.  I would like to get it on my zune.  

I like the commercial. Zunejourney.net is a waste, though. I don't get it. Is it supposed to be doing something?

And why doesn't the "Meet Zune" section of the site show the Zune 30?

Not since I watched a silver person walk a Levis logo have a seen a commercial where I go, huh? What happened to here is what it is, here is what it does for you (seen the latest iphone testimonial commericals?), here is how it makes your life easier, and here is how inexpensive it is, and how you an't live without it. I too was left thinking, "Hey that was weird."

David Jackson

www.davidjackson.org

Very good video! I like the Zune very much, but I'm from Germany. In Germany has Microsoft no Zune in the market. :(

derQ,

from a german community,

http://musiczune.de/

zunejourney is cool - and i second wanting to get that song!  it too me awhile to realize that i needed to click in the site and move around to zoom through it, but cool nonetheless ;)

The thing about this AD is it can apply to any DAP out today that plays video, music, radio etc. Pick up any player and get lost in your own world of music, video etc. While I think the AD was very creative (Artsy), it does nothing to differentiate the Zune from the other crop of players (especially the giant iPod). Although I also did not like the first ads for the Zune 30, at least they showed something different, which was sharing music wirelessly. Someone who never heard about the Zune would look at this AD and remember the scary looking huge bunny's, not the Zune.

Seriously, get TBWA/Chiat/Day to create some clever ads that would get straight to the point of differentiating the Zune from the rest (That is unless there's no clear difference, in which case this ad would make sense)

so this troll comment is <deleted>, yes?

@Jaxim, I had same problem with my Vista PC but it works fine on XP.. The sad part was when I had to go to Adobe site to install the plug-in it installed the google toolbar which was checked by default. I don't want a google tool bar, that is why I use IE7.

I like the ad but I think the woman is a bit too old for the part.

@zuneone...uncheck the box.  I use firefox and never install toolbars.  Can't-stand-'em!!!

As for the advertisement, it was a little odd.  Don't get me wrong, I liked it...but there was not a whole lot of actual zune coverage.  I'm certainly planning to buy one, but it probably won't help others in that decision.

The ad and site are beautiful. It would appear that MS is trying to capitalize on the creative market, Apples largest customer base. This is fine with me. I would rather have a niche of artistic people with zunes to share with that have interesting new music than ten million top 40 robots squirting me Justin Timberlake. However Im sure MS would much rather sell ten million zunes no matter the customer base. I can see these commercials being counter productive.

Nice plug for KEXP... it was raining too.  Gotta love Seattle.

Come on people! The rabbits are not any more scary than the mice or jelly fish!

Zune needs more face time.  Show how it brings it all together and connects you to the things you love.  I don't think this ad works as well as it could.

@sjgmoney and cjhpe: The song is named below the video above - 'Lake Michigan' by Rogue Wave. And, thanks to Zune Pass, I downloaded it to my Zune in under a minute, just because I can :).

Interesting, different, and didn't see that one coming all came to mind during the vid.

I don't think this ad serves much purpose, either.  The Zune itself should have been featured more, not a tired, old, dreamlike fantasy scene.  Luckily, I love my Zune and don't need commercials to entice me :)

Rogue Wave is set to be Zune’s Ignition artist for the month of November in addition to being featured

Thanks, I didn't realize it was the same song from the commercial.  I did look all over the journey website and didn't see any credits.  Thanks again...

Do we have an ETA on the software and firmware update for the Zune30?  Will it be shortly before launch, the launch day, or after the launch of Zune v2???  I plan to purchase one of the Zune 8 or 4 but still plan to use my Zune 30 as well and would love to start using new features and software, etc.... Thanks J...

I really think this is a huge contrast to the elitist, pop-culture model of competitors.  Zune has made great strides in synergizing music, art, and social aspects.

Love it and love the different spin on things!  :thumbsup:

maybe I am reading too much into this?? but did she just touch the screen in the ad?

Trippy!  Maybe a little too trippy.

I think this is the right move in general, though - get the name out there and an associated vibe.  If people want to learn about features and are in the right market for such a player, they'll use the web to find out. Television is a poor medium for product research.

Zune acid trip: http://zuneinsider.com/archive/2007/11/01/you-make-it-you-new-zune-ad-campaign-launches-tonight.asp

@Fahad...

I too noticed the girl touching the screen. I thought to myself... "Will people think they can use the Zune like an iPod Touch?"

Interesting...

"partnering with ...mccann erikson" microsoft speak is always "partnering with..." it's real pin head sounding. doesn't sound like you're talking about a cool music player but some b2b software suite. good luck with that.

The Zune ads are terrible. They only show the Zune 4/8, once. no one cares about the stupid girl swimming, we wanna see product. plus she touches the screen so everyone is going to equate that to iPod touch.

Zunejourney on the other hand is amazing and i was so psyched to see it. I am definitely going to buy the Zune 80 now, no question.

This is just my opinion but...

The commercial would be one that I wouldn't automatically tune out watching tv.  Watch enough of the same old formula and you'll tune it out.  If I didn't have a Zune and happened to be hiding under a rock for the last year (or at least out of gadget sites) this commercial would pique my interest immediately.      

Music's nice too.  I need to renew my Zune Pass eventually...

The acid trip Flash site does nothing for me either, Jason. It's too trippy. The ad is not so much of a "huh?" experience, but I think DaveWorld nailed it with the fact that this ad could be for every other player out there that does music/picture/video/radio - basically, she stepped into her own imaginary world - the world she controls by her choice of what she wishes to see/hear on her Zune (or any other similar device). Catchy tune, but it doesn't tell me why the Zune is better that any other choice.

Me likey!!

This is the best Zune commercial so far, IMO. And the song rocks!

I think the ad is cool. Why not splash a big Zune logo @ the end...its a barley legible. No one will remember what mp3 player it was..and may just think its a new iPod ad. Big Logo people...ZUNE!!

by the way like the Zune Journey site...cool song too.

The Zune Journey site is bloody creative..keep it up guys! 13th!!!!

Very nice... pity I won't be seeing this ad on British TV anytime soon.

Very cool indeed! Guys, keep in mind that you aren't the target market for this campaign. People that want to know the specs know where to get them.

JSCools,

The original iPod ads weren't the people's shadows dancing. The first ones featured a man walking around a house, then to his computer, downloading songs to his iPod and taking it with him outside. There was a voiceover (I believe it was Jeff Goldblum) talking about every step of the way, and how all that music is on the go now thanks to Apple, etc.

I'm sure it's on YouTube.

Anyway.

That's actually very cool... it's making me want to throw away my oh-so-loved 30gb to get one... But I love the thing too much.

@Fahad

@Ron

I too noticed the touch at the beginning (and also at the end, finger to finger) and thought only of that through the whole commercial.

I just placed an order for my first Zune, so got confused.  I thought, "Does the new Zune have a touch screen?"

Probably not confusing to the general public: they'll mentally tune out 30 seconds before they learn it's a Zune commercial (whatever a Zune is).  Reminded me of the original Infiniti commercials, famous flops.

Can we download the ad somewhere to sync to our zunes?

This past week saw the launch of the new marketing campaign for the new Zunes heading our way November

Wow. The Ad implies that the new Zune will have a touchscreen.

If so, much kudos to Zune team!

The Zune Pad looks cool but an optional touchscreen with zune pad would be ideal.

You'd be happy to know that I just bought a few of Rogue Wave's songs because of this ad. Good stuff.

:)

I'm sorry but I have to say these ads are terrible. I was left confused and had no idea what you were advertising. Beside from the images of the Zune, the ad could work with all mp3/video players on the market.

Not only that but it seemed to imply that it has a touch screen, which it does not...

I thought our Zune team learned from Apple's success but apparently they have not quite yet. Put out commercials that actually show off the player and what it can do. Apple's videos for the iPhone are pure marketing genius (and I don't even like the iPhone!) because you know what it is, know what it does, and can see it in action in less than 30 seconds.

Keep it simple

Bleh, hippie crap.

The zune ad is not suppose to tell you everything about it or what it does thats why they put the website at the end of the ad in which the consumer will go to if interested and will then find out what the heck zune is!!!!!!i think the ad is very awesome and the song could not be better!!!! good job!!!!!!

A little over a year ago the Zune team partnered with CSS. We preloaded them onto last year's Zune 30,

That song is sweet. Play that commercial on Network TV a few times a day during PrimeTime, get the song stuck in their head, and you will become the number one PMP. Remember "How To Save A Life"? Grey's Anatomy played that a few too many times and it instantly became the number one song in the country. Ratings also went up for ABC. Anyway, I love the new commercial and ZuneJourney. Is there any easy way for me to put that commercial on my Zune? I want to show it off to some people at school.

Anybody who knows the song on the commercial?

I would really likt to have it on my iPod...

Why are you on a ZuneSite when you have an iPod? Figures. You couldn't even read the original post, or comments to find out that the song is Lake Michigan.

Anybody no where I can download this Video?

Check out the second TV spot in the new advertising campaign , "Academy of Dreams" Video: Zune TV Spot

I am glad to see MS investing in an ad campaign for the Zune.  hopefully we will see ton of new ads pop up and commercials. That is one thing I felt the the previous generation suffered from was the lack of a concentrated marketing campaign.  Most of the Zune stuff seemed to be word of mouth.

this ad is bad, but creative... and the new zune is ugly. i like the old one, which i have. i like that MS is finally doing some ads for the zune. one thing i don't like about the Ad is that it shows her touching the screen.... its not a touch screen! its a touch pad which it seems like its going to fail, since it seems sensitive on the youtube video website.

this new zune looks more like a wannabe ipod. sad... cus i really liked zune. regardless of their new device, i still love my old brown zune.

Advertising industry global publication Adforum has selected our TV spot as one of the top five this

The girl is very cute, the Zune is fine looking as well, but the Ad?!

I am all for artistic and creative, but Ad today should have substance, to be effective. What all this abstract artistry tells us about the product?! Next to nothing...

Apple Ad, for iPod touch, shows us in a few seconds sexy functionality and richness of options on the device, while still including music and art...

My comments are not at all biased, I think. I got a Zune, and I promote it to friends. And most what I also hear back is -- What Aweful Ads - so how can we even look at the product...

Advertising industry global publication Adforum has selected our TV spot as one of the top five this

Am I the only one to think that "You Make It You" is a lame slogan?

This is exciting as many people at Microsoft have been working hard to make sure popular PHP applications work great on Windows.