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Microsoft's first Surface 2 ad shuns dancing school girls to focus on features

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Gallery Photo: Surface 2 hands-on photos
Gallery Photo: Surface 2 hands-on photos

Microsoft is altering its approach to Surface advertising. In a new ad posted to YouTube recently, the company has started to focus on features rather than its previous Glee-like videos featuring dancing school girls. The latest mintute-long commercial highlights both the Surface 2 and Surface Pro 2 in use at home, school, and work.

Latest ad may confuse customers expecting Surface Pro 2 features all round

It's an improved ad that highlights the two-stage kickstand, the pen and touch features of the Surface Pro 2, and the bundled Microsoft Office on Surface 2. However, it switches back and forth between the Surface 2 and Surface Pro 2 in a way that makes it seem like both have similar features — that could be confusing to potential customers. At least Microsoft has managed to explain why you'd want Surface a little better this time around, similar to its anti-iPad ads, and the company even focused on creativity and productivity at its Surface 2 launch event earlier this week.

In a recent Reddit Ask Me Anything a Surface team member revealed "our new ads will launch shortly and highlight some of the great ways people love to use Surface," and this ad seems to fit that description. The Surface team also noted that Microsoft is aware of the feedback around its previous ads. "Some people love our ads, and some people really don't like them."