By Harry McCracken | Monday, September 28, 2009 at 1:33 pm
Yahoo plans to spend $100 million marketing itself, and it’s posted the ad that kicks off the new campaign:
If you showed an alien this ad, he (she? it?) would come to the conclusion that Yahoo is a place where nobody’s old, bald, fat, or ugly–and where nobody uses computers. Whatever problems Yahoo has, they don’t avoid a shortage of users; I think it’s less about encouraging folks to use the site and more about attempting to glamorize the Yahoo name and remind marketers that a heck of a lot of folks use Yahoo for all sorts of purposes everyday.
Fair enough, I guess-but the emphasis on personalization (“It’s You”) feels like it’s still catching up with the reality of today’s Internet, where there’s hardly anything that isn’t really customizable, and where stuff created by real people is a primary attraction almost everywhere. If you stripped out the explicit Yahoo references and told me this was an ad for Windows Live, I’d believe you.