I saw this ad running on TV this week. I stopped to watch it. Not just because of the ad itself, but also because of how much of a divergence it was from some IE9 ads that I saw a month or so back. WOW. Not only is IE9 pretty good, it's the most beautiful, amazing, revolutionary, dub-stepping-est browser available!
And in a more epic longer format...
When trying to change perceptions of something as functional and abstract as a web browser I think its really important for brands to work hard to integrate the browser itself into the ad idea (particularly in Canada!). As cute as Officer Cupcake was... I don't think the previous IE9 work really achieved this. These new ads are a great step in the right direction.
However, they are a far cry from the current Chrome spot. In my mind, Google's current braodcast ads really encapsulate the idea of integrating an abstract product into a emotional narrative...
/cry
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