• by Aaron Baar , January 14, 2011

Microsoft is using Sunday's high-profile telecast of the Golden Globe Awards to introduce a new corporate tagline and a strategy that more keenly hones the idea that the company's products help people achieve their dreams.

"Microsoft is investing in the Golden Globe ads to reach a broad and engaged audience," Kim Stocks, director of corporate communications for Microsoft, tells Marketing Daily. "As the company continues to increase our consumer portfolio, we're looking for ways to showcase our brands. Those are the two spots. As part of our strategy, the Microsoft brand is about helping people achieve their ambitions with the help of our products."

The two commercials, which introduce the corporate tagline "Be What's Next" to a national audience, showcase the company's Windows 7 phone operating platform, and its Bing, described as a "decision engine," Stocks says.

"We've had an incredible season of products coming to market," she says. "With Kinect, the Windows 7 [phone OS] and Bing, and we're really excited about the consumer experience in the market. We're looking for ways to gain awareness and interest and excitement around these offerings."

The commercials use the setting of the Golden Globes to showcase people's Hollywood dreams. Microsoft and advertising agency Crispin Porter + Bogusky issued an open casting call in Hollywood for aspiring actors to come and talk about their careers and the difficulties and awards that come with it. As they cite challenges such as working three "day jobs," they also mention how they wouldn't be happy doing some other job. At the end of the commercials, the message "You don't know them, but you will," appears and a voiceover explains the brands "pre-congratulate the winners of tomorrow."

"Real people are in the ads and that's consistent with our brand," Stocks says. "It's really about having real people telling real stories."

While both Windows 7 and Bing have their separate advertising campaigns highlighting different features, the company is using the same tactic for both products during the Golden Globes as a way to unify them under the Microsoft umbrella, Stocks says.

"One of the things we're trying to do from a branding perspective is identify key Microsoft brands with the broader MS portfolio," she says, adding that the high profile of the Golden Globes will help the company reach a broad global audience. She wouldn't confirm whether the company had plans to run advertising on other awards shows, but said it was under consideration.

"In general, we're trying to reach a broader consumer audience," she says. "As we think about doing that, the award shows that reach those audiences are things that we're looking at."