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Microsoft Surface ad targets preppy, Glee-watching youngsters

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Is it an Apple advert, a commercial for insurance, or an episode of Glee? No, it’s the first Surface commercial from Microsoft.

Hot on the heels of Microsoft’s Windows 8 ad – which seemed to bury the tablet and emphasise the traditional PC – Microsoft's latest ad flogs its own hardware: the Windows 8-based Surface.

The ad is shot on a sun-kissed California campus among the traditionally Apple-happy student body. There’s lots of snapping and clicking – very much in vogue among Don-Draper hopefuls - body-popping plus formation jumping and twirling by kids in starched whites and pressed plaid to prove Microsoft’s Windows-8 Ultrabook is fresh.

There’s a single pair of senior citizens to show "it's there if you want it gramps", but the grey-dollar isn’t really Microsoft’s core demographic on this thing.

Move over mouse wrinklies, the kids wanna touch.

The ad is brighter and fresher than the pitch for Windows 8 on the PC, as Microsoft tries to differentiate Surface and versions of Windows 8.

Surface was unveiled by Microsoft in June as the company’s first own-branded PC. Surface goes on sale on 26 October in the US, the same date as the general launch of Windows 8.

There will be two devices, and here’s where it starts to get confusing for potential consumers who are used to one idea of Windows, if they even notice what's running.

There will be a 676g ARM-powered Surface tablet running the version of Windows 8 for tablets, called Windows RT. This is 9.3mm thick. There is also a 909g Intel machine running Windows Pro – 13.5mm thick – which will also run on PCs, laptops, Ultrabooks and dockable tabs. This machine features an Intel Core processor. Both Surfaces will be come in 32GB and 64GB flavours and feature a 10.6-inch HD display.

The important details of battery life and price have not been revealed. Also, Surface won’t be available worldwide – it’ll be available at Microsoft’s US stores and select online locations. More details on all of these are expected at the launch later this month. ®

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