Microsoft says a mouthful in this ad from Crispin Porter + Bogusky. And—surprise!—those words are spoken by Siri, Apple's voice assistant, from an iPad sitting next to a Windows 8 tablet. As the latter wordlessly flips through various features, Siri apologies for being unable to run those programs and perform the same functions. "I'm sorry, I don't update like that," she says. "I'm sorry, I can only do one thing at a time." I half expected a tax app to pop up on the tablet's screen and be greeted by an awkward silence from Siri. Maybe in the sequel. This is Microsoft's second spot in a week to deftly parody a rival's ad style (in this case, Apple's stylish minimalism), following its skewering of Google's Chrome browser. The tablet ad, which references the iPad mini's "Piano" spot from last October, is approaching 2 million views on YouTube in just a couple of days. There are some chatty personal assistants, like Indigo, available for Windows devices. But for my taste, the ultimate Microsoft PA voice would speak in measured, calm-yet-crazy cadences, providing sadly poignant commentary as the OS crashes into a sea of blue when its mind begins to go.
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