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BtoB

Microsoft campaign touts Live Search

Published on .

Redmond, Wash.—Microsoft Corp. Friday debuted an online and newspaper advertising campaign for its Live Search product.

Ads appeared in seven newspapers Friday: The New York Times, San Francisco Chronicle, San Jose Mercury News, Seattle Post-Intelligencer, Seattle Times, USA Today and The Wall Street Journal.

The campaign, designed to encourage users to give Live Search a try, is notable for Microsoft’s avowed humility about being late to the search game.

Taking on search leader Google without actually naming the company, the ad’s headline reads, “Why on earth does the world need another search engine?” and the copy begins with a bit of humble throat-clearing: “Before we begin, let us state the obvious. We’re late to the game. We admit it.” McCann Worldgroup created the ads.

—Carol Krol

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