Internet Explorer Aims For Comeback With Humorous AdsWritten by Katrina Radic / Featured in: Advertising, Creative / 20.03.2012.
Internet Explorer is trying to make a comeback with IE9. Will it succeed in its mission? Are these witty, down-to-earth, absolutely honest ads going to change your mind about IE?
I love that they know that they suck and take that to their advantage. Really, what’s better than making fun of yourself? The making fun of your self always makes you…well, not a better person, but a person that knows who/she is and just goes with it, being proud. The same stands for brands, and IE has shown us that it’s not ashamed that everyone hates it, and that it knows about the collective hatred towards it very well – and that it’s actually doing something about it.
IE has come up with a mini site called The Browser You Love(d) To Hate. I’m amazed at how humorous it is, like the whole thing is a big, fun joke, starting with the three main buttons on the site that say “Curious?”, ”It’s Good” and “No, really”; and the sentence “some people are trying the new Internet Explorer and actually liking it”. I love this honest approach; It also tells us that IE has done some research in pop and internet culture, implementing in their ads the very well known internet phrase “IE is only good for downloading other browsers” and pop culture references such as hipsters, Jersey Shore, Burt Raynolds, Twitter etc, that are all featured in the other part of the mini promotion (next to the website) that consists of a video of a guy that obsessively uninstalls IE from other peoples computers and a set of graphical ads of ‘old school’ things that somehow became cool again – hand in hand with the tagline “Comebacks come in many shapes and sizes”
Now, even though I didn’t try out the IE9 (and I’m not really planning to, either) this mini campaign really made my day and made me actually respect IE. Did it do the same for you?