You know what Zune is. You have seen, heard or even felt it one way or another. Maybe you've even bought the little thing. Or consider buying it for this upcoming Xmas (or whatever you're celebrating at that time). And you probably hate Microsoft for coming up with something that looks and sounds probably more democratic than the iPod. And you're disappointed at Apple. Because has Apple made a big mistake with their iPod marketing: they have built a sect.

First, they have gathered everyone under their "Think Different" ideology, and had them buy their product because of that ideology and all the difference it brought in the world, and the world thought that it was a good thing. And it was.

Then, they have regrouped all their activities under the appealing iTunes, so that people would be better served under one functional, low-cost, low-piracy, high-selection system-of-purchase with, of course, limited usage licenses. What? Okay, maybe. But what if...? Oh never mind. It's Apple. They're good people.

But then, they started spreading their iPod categories into different sub-categories. Which now meant you had to choose between a) just listening to music, b) music and videos, c) the low-cost, less feature Shuffle option, and d) The iPod Nano. "Ooo. I wanna change. I wanna buy a new version of my iPod", you think. "But wait. Can't I have all these things in just one gizmo? Sony is doing it, and everybody else is! It looks...different...better", say you. "No!", say the Apple Sect leaders. That's not the same! We invented difference! Don't try to change things! Think Different (tm) !

But you're already starting to feel a bit queasy. There's that cool Sony PSP, that actually offers more features than the iPod, at a lower price. There are loads or cheaper mp3 players, that actually play mp3s too. Basically, all you wanted was music, right? But also, you have cell phones with mp3 players, and now, this strange Zune thing? You want out of the sect. You want to see what's out there. But getting out of the "Sect of Thinking Differently" is hard: sect members are definitive: "iPod is the coolest". If you don't own an iPod, you're not among the cool anymore. You're not using the Best Technology Available (Apple Sect Bible, chapter3, chant 2: iPod is the best technology available) Plus, it shows you're not part of those who "think differently".

"Be-like-us. Think differently. Be-like-us. Think differently", they all chant.

This hurts and shames you. And it makes your parting from the iPod sect the harder. Seeing they have gained back ground on your disappointment, the Apple Sect leaders try an even stronger solution. A solution that worked great back in 1998: color. They market an iPod with backlit color screens.

"Everybody will want one!", they say. They have this cool ad featuring people dancing with their color iPods, producing wild streams of color. "Color is freedom!", "Color is difference!", "everyone should go for color!" The "Sect of Thinking Differently" chants louder.

Old trick. You've heard it all before: looks arent' everything, it's what's inside that counts. You want a product that lets you discover what difference is. You want a product that doesn't constrain you, but allows you to break boundaries. And you don't want to be the property of a brand image anymore. You want your freedom.

Zune has heard you. And to prove you they understand, they decided to democratize their marketing: they're not proposing a distinctive brand image or communication, but simply gave power to the people. Zune is a lot of things: it's not one thing. Zune is a tool of discovery.

With Zune Arts, they propel this fresh idea to the iPod universe, which stands befuddled.

Most people will say "Damn Microsoft! We think your product might actually be cool! But we hate you! WE WANT TO HATE YOU! Must...resist...Zune... ".

And so a new PC vs Mac epic has begun. But maybe this time, the "light" side is not who you think it is anymore. Unless you're thinking differently.

Here are a few of Zune's latest commercials. Enjoy.

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Wow. What was that? From agency 72andsunny.



Someone in this YouTube movie's comments said: "I guess that what they want to say is "Share what you like with others". Well, dear friends, this is a classic case where the form vastly overshadows the function.

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Windows just opened up on creativity...and also on us attention-deficient-unless-hollered-by-a-female-species-artificial-intelligence-thingie-called-Ms.Dewey- male crowd. Introducing Ms. Dewey, an artificial intelligence thingie for Windows Live Search.

Ms. Dewey is actually quite the funny, ironic, obnoxious, modern woman, who will comment your searches on Windows Live and help you through the whole experience. And it actually makes it fun. I left Google today, to play with Ms. Dewey.

Of course, being a guy, you all suspect the first thing I was going to ask Ms. Dewey about. You try it yourself and see. I'll let you enjoy the surprise.

The next thing I asked Ms. Dewey, is about "Apple". So I type in A-P-P-L-E and press "enter". Ms. Dewey replies something like: "Zeros and ones, zeroes and ones, ones and zeroes, all this useless coding, underwear on your head, and you still couldn't create the woman of your dreams". Zing! Interestingly enough, I got the same answer after typing "Microsoft".

I like Ms. Dewey. I think searching while accompanied by someone puts more humanity on the face of the World Wide Web. In spite of what everyone says, I have to recognize it's a great idea.
Yes the interface sucks. Yes, the AI needs work, and yes the loading times are tedious.

But not everyone using the WWW is a nerd, you know. I think normal people can appreciate creative ideas, as a step in the right direction to simple, enjoyable user experience.

There are a lot of steps to be taken before Ms. Dewey is made perfect. For a search engine anyway. I hope they keep at it, and push it further. I'm sure Ms. Dewey still has a lot into her.

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Another finger-related ad, this time for Internet Explorer 7. "Everyday tasks made easier", is the proposition on this one. I can hear the yells of outraged Firefox users from here. As someone pointed out on the YouTube comments section: " Exactly what Explorer is. Fat n' cheesy".

The music sounds familiar...I've been trying to figure out where I heard that tune before...maybe a Sesame Street sequence ? Help me out here.

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Microsoft is once again acting like a millionaire's spoiled kid. When they can't have the lead in a particular category, they pout, and they want something BIGGER and BETTER to replace the competition. These days, they're screaming: "I WANT MY YOUTUBE TOO!".

Now, now, Mickey. Big daddy Gates is going to shell out the money, and you will soon be one happy little megacorporation with its new online video community software called SoapBox.

SoapBox will be part of the MSN line of products, replacing the once popular MSN Video (before Yahoo, YouTube and friends came and rained on its parade). Unlike MSN Video, Soapbox will be available for various browsers, including Apple's Safari and FireFox.

With SoapBox, you will be able to:

- Upload videos in almost any format-like from your video or digital camera (maximum file size is currently 100MB);
- Tag and categorize your videos to make it easy for other people to find them;
- Watch original videos and browse for new ones at the same time;
- Set up your own personal RSS feeds for videos you're interested in;
- Use your Windows Live Spaces profile with Soapbox on MSN Video;
- Embed a video on your Web site or blog.

Check out the SoapBox front page here. While the site is still in beta testing, you can request an invitation. The very fruity video they're showing doesn't even play right on my Windows Media Player.

Wow Microsoft! Once again a day late and a dollar short. Bravo! What's next? Microsoft Yellow Pages? Microsoft Star Wars XP? Microsoften Dazs Cookie Dough Ice Cream?

Why don't you think of a good idea, and make it right the first time, Bill?

(*sigh*. Thanks AdAge!)

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Most respectable commercial for Microsoft Zune, Bill Gates' answer to Apple's iPod series. The Zune series will be new "it" thing in terms of stealing what's left of your social life - becoming your new "digital lifestyle companion".

Besides the initial Zune mp3/video player, we might be plagued with a microsoft portable gaming console (kind of a portable Xbox), a cellphone, a system resembling Itunes that will actually ease your transition from iTunes to Zune, and proprietary software. The whole Zune system will be made to be a complete, vertically-integrated solution, and not a iPod, iPod Nano, iPod Mini, iPod This and that, iTunes, and iStore multiple combo scheme - which might actually make you feel like you have value for your dollar. Coming soon.



I hate Apple. I hate Windows. SONY, HELP ME!!! Just kidding.

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