03.16.09
Reader’s Article: Microsoft On-my-way in Germany
Summary: Microsoft reaches Spiegel with its attempt to capture German children
SOME months ago we mentioned Microsoft’s On-my-way programme in Europe [1, 2] because it seems like it could be related to the OOXML fiasco. Well, yesterday we wrote about Fraunhofer Fokus and DIN and one person informs us that when it comes to On-my-way, Germany is among the victims (page is in German).
Microsoft places this advertisement in German news Magazine Der Spiegel 11/2009, page 16. It is part of the European On-my-way image campaign that shows Microsoft as a corporate responsible company which helps European citizens to get training (in Sharepoint). The training cooperation with the German government was criticised by a German parliament group. The placement of the advertisement into German seems to be a fail:
Unsicher – unsecure
Unaufhaltsam – unstoppable
Both slogans remind you of Microsoft products as a Vista-powered laptop:
- unsecure and you cannot shut’em down properly.
- Both slogans remind you of Microsoft business practice: a security mess but you cannot stop them.
- Both slogans remind you of Microsoft lobbying: a national security problem but unstoppable.
“Ihr Potential – Unser Antrieb” – Your potential [is]- Our gear.
A slogan which refers to the phrase “human resources” that denigrates working citizens to gears and livestock, and remind Spiegel readers in Germany of Fritz Lang’s famous scene.
In the Cebit 2009 report we find: “In der Innovation Lounge präsentieren sieben High-Tech-Gründer, die durch Microsoft gefördert werden, ihre Technologien. Unter dem Motto “Interaktion von Mensch und Maschine” werden dabei verschiedene Anwendungsbeispiele gezeigt, welche die innovativen Lösungen der Gründer miteinander kombinieren.”
Which translates to:
“In the innovation lounge seven high tech founders supported by Microsoft present their technologies. Under the Slogan “interaction of man and machine” also applied examples are shown which combine the innovative solutions of the founders.” █
lordtoran said,
March 16, 2009 at 11:15 am
In parallel, they also have two TV ads running since about 2 weeks on news channel N24 (and possibly other channels too). Too bad they’re always aired in the same block, and less often, as the long-standing IBM ads