- A recent Microsoft ad features Falcon in Captain America: Brave New World.
- The ad shows Falcon using a Copilot+ PC to help Captain America.
- Copilot+ PCs can use AI to do a variety of tasks.
As an analyst with over two decades of experience in tech marketing and branding, I must say that Microsoft’s latest ad featuring Falcon from Captain America: Brave New World is both innovative and confusing. On one hand, it effectively showcases the capabilities of Copilot+ PCs, leveraging a popular Marvel character to engage audiences. However, on the other hand, the inconsistent use of the term “Copilot” across various products and services creates a branding mess that I’ve seen all too often in the industry.
In the Marvel Cinematic Universe, as depicted in a recent Microsoft ad, Copilot+ PCs are crucial in battling characters like Red Hulk and other villains. This commercial premiered during the College Football Championship games in the U.S., but can also be viewed online. The advertisement features Falcon assisting Captain America in scenes from Captain America: Brave New World.
Falcon inquires, ‘What’ve we got here, Copilot?’ I, being your trusted AI companion, examine the image and offer insights into the structures depicted. Given the heavy fortifications, it becomes clear that these aren’t just ordinary structures – Captain America is now more informed about the challenges ahead.
Following some witty Marvel banter, the advertisement ends with a display declaring that Copilot+ PCs are the “swiftest and smartest Windows computers yet.” This statement appears alongside a Surface Laptop 4, which is prominently featured in the commercial as Falcon’s preferred device.
The ad is a playful way to show some of the capabilities of Copilot, but if I’m being honest, it illustrates a problem that persists throughout any campaign focused on Copilot. Microsoft uses the term Copilot for a bunch of different things, only some of which are related.
Copilot+ is not the same as Copilot and both of those are different than Copilot Pro. Copilot in Microsoft 365 isn’t the same thing as using Copilot on your PC by pressing the Copilot key on your keyboard. Our Copilot FAQ breaks things down, but I don’t think Microsoft did a great job branding its AI features and devices.
In the advertisement, you see Captain America and Falcon endorsing Copilot+ Computers. These are high-performance machines that meet the necessary specifications to operate AI features directly on the device. A crucial aspect is that the gadget must incorporate an NPU (Neural Processing Unit) with a minimum capacity of 40 TOPS (Trillion Operations Per Second). The Copilot+ PCs, equipped with such NPUs, offer various AI functions like real-time Live Captions, advanced AI edits in compatible Adobe creative software, and Windows Studio Effects. Additionally, these computers are compatible with Cocreator in Paint, as demonstrated in the commercial.
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2024-12-10 00:08