Big picture wise, I don't think Microsoft's advertising group is very good. In this case Hanlon's Razor probably applies. I don't know what target market would find the Surface Pro dancing commercials compelling. (My guess is: none.) The new Office ads focus on silly things like deleting large numbers of emails, which is underwhelming from a sales-worthy feature standpoint. And then there were the early Windows 8 ads with the little girl creating art in the new Paint app. Anyone who has purchased color ink would look at that wall of art and see huge dollar signs (at least I did).

I don't know if I would blame the ad group though. When the ads focus of the fluffy stuff, I take it as a sign that they struggled to find real features and benefits to push.