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Microsoft dubs IE ‘the browser you loved to hate’

Ad and website want to reunite you with your lost web browser
Thu Nov 29 2012, 16:34
Microsoft Internet Explorer 9 logo

SOFTWARE HOUSE Microsoft has created an advert and a website as lures for people who used to think that Internet Explorer (IE) "sucks" but now think it "sucks...less".

Marketing is a funny thing. It pushes envelopes, thinks outside of imaginary boxes, runs things up flagpoles and makes viral videos. Microsoft's marketing is no different, and you can rely on it to try out some wheeze or other once or twice a year.

The "Browser you loved to hate" campaign is a pretty good idea. Take a web browser that not many people have anything good thing to say about, massage it a little and leave the watcher with an impression like, "meh, maybe it is sort of alright then...." Or something.

We first saw the video on Google's Youtube. There we watched as a round-faced individual carries out a one man troll campaign against the web browser until he sees that it supports Karaoke. He likes Karaoke, we assume, and decides that IE sucks less.

Less than what we don't know. This is not brought up. Maybe it will be covered in another advert. We don't know. What we do know is that the website, carries on the theme.

There Microsoft has grabbed some nice quotes about its internet browser and packaged them up with some whimsy. For example, there are three tabs at the top of the screen. The first is "Curious?", the second, "It's good now", and the third "No really".

Each walks you through a bit more soothing encouragement about IE, about IE on Windows 8, and about IE and Windows 8 and you. The final tab provides the nicest compliments about the web browser from a range of sources.

It takes a while to scroll through them. µ


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