A multi-million pound television advertising campaign is about to be launched by Microsoft in order to promote its Bing search engine.
The adverts, which will be screened from Wednesday, come with the strapline “Bing and decide”. Microsoft believes some people may have forgotten there are alternative search engines to Google and is hoping to draw these internet users to Bing during the three-month campaign.
Ashley Highfield, managing director and vice-president of consumer and online at Microsoft UK, told The Guardian his company is taking out its slingshots and taking on Goliath.
He explained the television adverts will show people that Bing simplifies the search process and does not bombard users with information like its competitors.
They will also attempt to win hearts as well as minds by making an emotional connection with internet users, Highfield added.
The campaign is due to run until the middle of June.