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.
One of 2NE1’s signature and fiercest tracks, “I Am the Best” is a cocky anthem to celebrate all the things to love about oneself. With more than 96 million views on YouTube, the dance-rap-pop hybrid is one of the most-viewed vids ever for a K-pop act and had itself a pop culture moment Stateside when the girls performed it on “The Bachelor” earlier this year.
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While Apple execs may not catch the clever shade upon first listen, loads of K-pop fans were delighted by the placement, and by hearing a Korean act in a U.S.-focused commercial.
Hear the full version of 2NE1’s “I Am the Best” below.