Say what you want about Microsoft’s latest ad campaign.

-Yes, the leader is reacting to Apple’s successful ad effort -- a big no-no.
-Yes, past campaigns fell short on the creativity front.
-Yes, the latest jump from “Bill and Jerry” to “I am a PC” is a bit disconnected.

However, what Microsoft is trying to accomplish with its latest campaign is to build a community around participation – about time. The latest “I’m a PC” ad series features real people and ends with two simple words “Upload yourself.” While it is only two words, it signals a major change in direction. You see, “Upload yourself” finally recognizes a major deficiency in Microsoft’s strategy to date. That is, it has never been very successful in building a community of passionate advocates for its products like Apple has. With “Upload yourself,” Microsoft is finally taking a step in the right direction. Specific messaging aside, Microsoft is embracing the future of marketing and tapping into the power of participation – Bravo. To Upload Yourself click here.

Is Microsoft on the right track? Let us know what you think?