M'soft ads embrace family themes

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Microsoft Corp.'s new corporate brand campaign touts family-friendly themes in three new TV spots that break starting on April 20. The commercials are part of a $30 million effort by McCann-Erickson/A&L, New York and San Francisco, showcasing Microsoft initiatives such as online safety and education. One spot shows a 13-year-old boy going online after his parents leave him with a sitter; a parental block feature pops up to prevent him from accessing questionable material. After a weeklong run, the Redmond, Wash.-based company stopped running a spot with Bill Gates discussing how Microsoft has improved people's lives; that commercial broke days after U.S. District Judge Thomas Penfield Jackson's antitrust ruling against the software giant.

Copyright May 2000, Crain Communications Inc.

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