The most unbelievable Microsoft ad I've ever seen

OK, sorry for the really crappy photo of this print ad from yesterday’s NYT’s Magazine, but check out this two-page spread for the new Microsoft Surface:

Click to view larger crappy version

Notice something missing? Like a bunch of words? In fact, aside from the product and company names, there are only two words: right by the open blue Surface on the left page it says, “Click in.” 

That’s it. No asterisks, no legal footnotes. No third-party logos. Consumers are left to decode the ad for themselves, which is great.

I’ve worked on a bit of marketing stuff for this company. I don’t think it was easy for them to get here. As a reminder, check out this spot-on video from several years ago: