Video: Microsoft ditches dancing, unveils a strong Surface 2 ad

Microsoft’s marketing campaign for its original Surface was undoubtedly one of the worst for a major product launch in recent memory: Instead of showing people what the Surface was capable of doing, Microsoft literally had people break dancing while twirling the Surface up in the air. The good news is that the company seems to have learned its lessons and has produced a solid ad for its Surface 2 in which it explains why the Surface can do a lot more than an iPad. What makes the ad interesting is Microsoft’s framing — it first describes the Surface 2 as “not just a laptop” before also says that it’s “not just a tablet,” which indicates that the company is trying more to pitch the device as a super-portable laptop replacement more than a direct iPad rival. Microsoft’s full ad follows below.