idsgn (a design blog)

Trailing a series of failed and questionable commercials, Microsoft has launched an experimental new advertising campaign. Can Superman, puke jokes, and lolcats make IE cool again?

The new campaign features actor Dean Cain (former Superman from TV's Lois and Clark) in a series of mock-PSAs, advertising the launch of Internet Explorer 8. Produced by Indiana-based ad agency Bradley and Montgomery, the commercials try hard to be funny in spots like S.H.Y.N.E.S.S. ("Sharing Heavily Yet Not Enough Sharing Still") poking fun at web users who over-share lolcats, while going for the gross-out factor in O.M.G.I.G.P. ("Oh My God I'm Gonna Puke") featuring a woman who's accidentally seen her partner's obscene browser history.

Currently, Microsoft is only airing the ads online (seen on Hulu), but may consider broader broadcast depending on the public's reception. With IE's shrinking user base, especially among the tech-savvy, its clear Microsoft is hoping the ads will gain a viral audience online.

S.H.Y.N.E.S.S.

G.R.I.P.E.S.

O.M.G.I.G.P. (Warning: disgusting)

F.O.M.S.

UPDATE: Interesting comment on Daring Fireball: “What strikes me about these spots is that even Microsoft’s own ads use Helvetica rather than Arial.” (June 30, 2009)