You've seen the billboards or ads, perhaps (The New Busy think 9 to 5 is a cute idea), or the backlit rooftop signs on cabs (The New Busy Use Cabbies as Therapists). The New Busy is an ad campaign dreamed up by Microsoft and the boutique Seattle ad agency Creature, on behalf of WindowsLive, apparently to promote its faltering Hotmail service.
The official explanation: "The new busy are not like the old busy. Let the old busy have their stress balls, their antacids, and their crazy eyes. We are the new busy. We are redefining busy. Because we know that having a full calendar means having a full life. Take a look around, explore the world of the new busy, and check out how Hotmail can help you do it all."
Some of the slogans are kinda cute (The New Busy "put their pants on both legs at a time" or "wake up with stamps on their hands" -- what, because they went clubbing and got shitfaced?); some get more technical (...prefer one-stop inboxing). Clicks take you in a dozen directions (urging you to install Silverlight, whatever that is). Are these supposed to be funny? Aren't ads supposed to show you how the product or service solves a problem?
Makes you think of all the other misguided ad campaigns the big Softie has run. The one wirh Bill Gates comes to mind. Bing comes to mind (Daddy, what's a Decision Engine?). The "Windows 7 was my idea" comes to mind. The New Busy roll their eyes.
Wow. It's like they are trying to actively market in the opposite direction of where I want to take my life.
I'm waiting for "The New Busy wake up late, work 4 hours, and try to keep the calendar empty so they can travel and spend time with their family and friends" ad.