Last weekend, Microsoft launched its new ad campaign in which prominent winter sports athletes emphasize that “Bing is for doing.” The search engine launched in 2009 with the slogan “Bing and Decide,” and has long billed itself as the “Decision Engine.” However, in an interview with New York Times, Bing Advertising Director Sean Carver explained, “We thought now is a good time to evolve from decisions to doing.”
The first ad, which debuted on FOX during the NFC Championship football game on Sunday, features snowboarder Kevin Pearce, who has just returned to the slopes after sustaining a traumatic head injury that kept him out of the 2010 Olympics. According to a post on the Bing Search Blog from Bing Director Lisa Gurry, “Kevin’s determination and drive to overcome his accident through vigorous rehabilitation and training inspires us a Bing to ‘do’ more.”
The ad is scheduled to air during the upcoming X Games coverage on ESPN. Bing also has several other ads in the works, featuring snowboarders Kaitlyn Farrigton and Gretchen Bleiler, as well as freeskier Bobby Brown.
“These videos are part of a new campaign for Bing, highlighting people doing interesting things,” writes Gurry. “Bing has traditionally highlighted the decisions people make and now, with this new campaign, Bing will illustrate how decisions enable people to go beyond searching to doing.”