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Microsoft shows gentler side in new brand spot

Published on .

Microsoft Corp. this week launches a series of brand spots focusing on tiny Lusk, Wyo., in what Director of Advertising Eric Koivisto said is meant to be the softest, warmest campaign in Microsoft's history. Four new spots build on two spots that debuted in October; all show how people in Lusk use computers at home, in work and in education. Mr. Koivisto said the soft tone is not a reaction to Microsoft bashing in the current antitrust case, but a conscious effort to get closer to customers and "make Microsoft more approachable." The U.S. network and cable effort runs through January.

Copyright December 1998, Crain Communications Inc.

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