Microsoft lets the girl group do the talking to declare (in Korean) 'I Am the Best.'
Technology companies doing side-by-side comparisons in TV ads is nothing new. But subtly shading your competition by soundtracking the ad with a foreign language hit is rather brilliant.
For its new Surface Pro 3 tablet laptop, Microsoft shows where its product excels compared to the Macbook Air. The ad never comes out and says it, but by synching a song from K-pop group 2NE1, Microsoft is declaring "I am the best" ...in Korean, that is.