Daily Insights

Electronics for Elves

By: Mackenzie Baker | Dec 04, 2019

Even reindeer are getting amped up for the holiday season this year thanks to Microsoft. 

Microsoft is gearing up for the busy festive shopping season—which will see 74% of adults purchasing at least one new tech gift—by promoting its new Microsoft Translator. The product is a cloud service that can translate dozens of languages immediately. Microsoft created a holiday promotional ad featuring a little girl having a conversation with Santa’s reindeer using the translator. Once the little girl realizes the reindeer’s snorts can be translated on the Microsoft Translator she starts firing off the most important questions, including “How do you guys fly?” and “Is Mrs. Claus a good cook?” 

The television advertisement premiered during this year’s Macy’s Thanksgiving Parade—officially kicking off the biggest shopping season of the year. The company is competing against Apple, which is currently ranked in second place in Gartner L2’s Digital IQ Index: Consumer Electronics, in the real-time language translation space. Google is also in the race, having released a speech assistant as well; the three technology mammoths are the leading cloud infrastructure providers in the United States. 

Microsoft’s advertising strategy over the past few years has been focusing on bringing people together—a trend the brand continues to reflect with this year’s holiday ad. Kathleen Hall, Microsoft’s corporate vice president of brand, advertising, and research reiterated the theme for the company: “What does technology do to make the world better for people, or bring them together?”

Microsoft’s new holiday ad might hit a soft spot with animal lovers and technology aficionados alike. In a season where brands have to think far outside the box to stand out, companies can look to Microsoft on how to leave a lasting impression on consumers.