Bing needs to stop trying to be a search giant in their commercials. They should try to be a search giant in reality, but in their commercials, they need to be specific. “Bing is for Doing” doesn’t really tell the audience anything. It doesn’t explain anything. It doesn’t make me want to use Bing instead of my default search engine, Google. It doesn’t make me want to use Bing at all.
“Bing is for Doing” is a fine slogan, but the commercials that accompany it need, then, to explain HOW. They need to show the consumer how Bing is for doing. Consumers aren’t going to trust the slogan and start using Bing for no reason.
The people at Bing need to be more specific with their advertising. They should focus on how they’re different from Google. They should bring attention to the specific things that are better about Bing. They do have a different image on their homepage each day. If they built hype up around that, they might gain some users. It’s also easier to just stumble or surf on Bing if you don’t really know what you want to look up. If they drew attention to that, they’d have a good chance at getting all of the bored teenagers online.
As a side note, I think it would be a bad idea for Bing to attack Google’s current incorporation of Google+ into its search results (a.k.a. Google, Plus Your World). First of all, Bing did something like this with Facebook long before Google did it. That aside, directly attacking the competition is distasteful and puts the brand in line with all the other losing companies that attack their competition.
The commercial below does have one solid element. That is, the “BING” sound when the Bing logo fills the screen toward the end of the spot. That sound probably won’t become well-loved like a jingle, but it really fits the search engine. It’s just a quick, soft “BING” that could become an integral part of the brand.
The Bing commercial (above) is cool because it tells the story of a snowboarder, but that’s all it really does. And what does a professional snowboarder have to do with searching the internet? According to this commercial, you can search his name, and he enjoys watching videos of himself online.
The company could turn this guy into a spokesperson, and produce a series of commercials in which he demonstrates how he uses Bing to enhance his snowboarding. In that case, the commercial would make sense as a way of introducing the man.
Right now, it’s a commercial that isn’t doing Bing much good. The good it is doing is spreading and maintaining awareness of the search engine. It is important for consumers to be aware, but that awareness happened a couple years ago. I am of the opinion that this commercial was a waste of resources.
I’m a young guy. I understand that my opinions may be incorrect. That’s why I want this to be a discussion. Let me know what you think of the commercial!