Microsoft’s “Anything but Ordinary” Campaign for Next-Gen Surface Leaked

Posted on September 30, 2019 by Mehedi Hassan in Microsoft, Microsoft Surface with 24 Comments

Microsoft’s big Surface event is only about 2 days away, and there have been a number of new leaks about what Microsoft has in store for fans. Today, a new leak revealed what seems to be the main marketing campaign for Microsoft’s next-gen Surface devices.

WalkingCat tweeted pictures showing off what’s supposed to be Microsoft’s next-gen Surface devices. The pictures themselves don’t give us a good look at the devices as they are used in real-life scenarios, and we only get a look at the back of the devices.

But that’s beside the point — the main thing to focus on here is the marketing campaign. “Anything but ordinary” seems to be the main slogan for Microsoft’s next-gen Surface devices, and that seems like a perfect fit. Microsoft’s Surface event on Wednesday is expected to be one of the biggest Microsoft events in recent years, where the company is expected to reveal a new Surface Laptop, new Surface Pros, maybe a foldable Surface device, and Windows Lite. And considering these devices are expected to include major updates and some new innovative changes, the “Anything but ordinary” title is a really good marketing slogan. Microsoft has previously used this slogan in other marketing materials, but this may be the first time it uses the slogan as the headline for the new Surface devices.

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Comments (24)

24 responses to “Microsoft’s “Anything but Ordinary” Campaign for Next-Gen Surface Leaked”

  1. jchampeau

    Anyone who's tried to use a Surface Pro with Type Cover perched on their lap like the lady in the picture knows doing so would be anything but stable.

    • rfog

      In reply to jchampeau:

      Worst than that, if you have the same belly I have (not too big, but "beer belly") it is even worse.

    • overseer

      In reply to jchampeau:

      More importantly, she is sitting on the steps where she can block traffic rather than on what appears to be the benches made for that purpose right next to her. That is how Microsoft Do (Image Ze Frank voice for last bit)

    • wp7mango

      In reply to jchampeau:

      Looking at that picture, we don't actually know whether a type cover is connected. It could be something new connected, or nothing connected.

      • jchampeau

        In reply to WP7Mango:

        Looks to me like the fingers of her left hand are resting on the keyboard.

        • rmlounsbury

          In reply to jchampeau:

          Agreed, she appears to be resting her hands on a type cover.

          Of course all of that is neither here nor there. Type cover or not the Surface Pro line is still going to be a tablet with a detachable keyboard. I'd imagin the Surface Pro line updates will be proc bumps, bezel shrinkage, possible thinner/lighter device, and maybe LTE options.

          • SvenJ

            In reply to rmlounsbury: You aren't expecting (hoping for) USB-C? I won't stretch that hope to TB. I'm not that optimistic.

            • rmlounsbury

              In reply to SvenJ:

              Granted it is Microsoft and nothing is ever a foregone conclusion. But, given they've added USB-C to the Surface Go and Surface Book 2. I'd imagine it will be there across the entire Surface line at this event. One hopes it isn't cripple USB-C as it is present on their current Surface devices.

              Of course, for me, having USB-C or not isn't terribly impactful to my daily usage outside of device charging. Almost everything I use with my Surface devices is wireless or a type cover. I use the Surface connect to charge and dock to the Surface Dock. It would be nice if the Surface Dock got a Thunderbolt USB-C port or two on it. So, expecting it? Yes. Hoping or care about it? Not really. The biggest gain for me and USB-C is to have 1 charger that can charge all my device.

              • SvenJ

                In reply to rmlounsbury: What do think is crippled about their USB-C. I can hook a USB-C hub to even my Surface Go and attach an external monitor, ethernet, sound out, additional USB accessories, and charge it as well. That's not crippled, that is USB-C. If I could do that with my Surface Pro, it might actually be desirable. I don't understand the big deal with TB. If the requirement is to attach 2 4K monitors and an eGPU, maybe a Surface isn't the right device to start with.

  2. robinwilson16

    If they were ordinary they would have Thunderbolt 3 but these new ones still apparently do not :(

  3. will

    "Having Thunderbolt 3 is too ordinary for Surface"

  4. canamrotax

    Perhaps Canada will finally get LTE connected Surface devices. One can dream...

  5. docpaul

    Is that a yellow tri-fold device cover in the backpack?

  6. PeterC

    I think, or is that hope, they indicate a better touch interface being used than what is currently present.

  7. khanman

    My guesses:

    First image appears to be "Surface 7" - no keyboard, iPad Pro-like, very thin with rounded edges

    Second image appears to be the normal Surface Pro

    Third image may be the larger 15" Surface Laptop

  8. awright18

    "Surface Bag" (in the 4th picture) next big thing! Whatever is in the first picture looks kind of thin, maybe pros will be thinner or that's some other new thing, or I'm just seeing things. I'm sure all these will sell as well as they have in the past.

    If any of them run Windows lite though, I'm sure that will go over as well as Windows RT did. If its branded Windows people will expect to run Chrome, itunes, Photoshop etc, and run it well, just like before nothing new. I don't see that ever being a good idea.

  9. Thom77

    Pics look like boring ordinary marketing to me. Once again, Microsoft is trying to out-hip Apple. It wont work.

    Grow some balls Microsoft . Make fun of Apple robots in coffee shops with ugly tattoos, noserings, and purple hair.

    Make fun of beta male cucks and show that confident men do actual productive work on their Surface devices while soy boy is on Facebook on his $1500 Apple laptop.

    Show the idiots leaning over the table to tap things on a screen as a the surface user uses a mouse to fly through their work.

    Show that Surface users value ability and excellence over diversity.

    Create your own identity Microsoft.

    • jimchamplin

      In reply to Thom77:

      Oh, also way to go dialing the ad hominem up to 11. Stereotyping and making personal statements about folks based on their appearance or choice of computer platform is pretty pitiful.

    • youwerewarned

      In reply to Thom77:

      Too much coffee, not enough sleep. Been there...

      All I want to know is if the Intel chips in these new Surfaci are finally free of the myriad security issues of their predecessors, and how do they perform. All of the aspirational marketing really doesn't matter.

    • jedwards87

      In reply to Thom77:

      Jealous much ? I am a huge Apple fan yet I am not a robot. I have zero tattoos, zero body rings of any kind and I have normal hair. Well what is left of it.

      Nothing wrong with beta males. Puss' like you eventually turn to us beta males for protection. Oh and I am extremely productive on my $1000 Apple laptop. I make a great living and my main device is a MacBook. But then again I am intelligent and know how to use my device.

      Don't Surface devices have touch screens ?

      Ability and excellence is Apple. Nothing wrong with diversity.

      Do not be so mad and closed minded.

    • jimchamplin

      In reply to Thom77:


      What year do you think this is? 2003?

      If only the average Apple user were as cool as that. Now it’s boring old white guys and nerve grating soccer moms who need to talk to managers.

      Says I, a dorky white Gen-Xer.

    • VancouverNinja

      In reply to Thom77:

      Try to??

      Microsoft took that crown away from Apple years ago.

      There is simply nothing exciting about Apple for years now. Where have you been?

  10. dontbeevil

    fortunately still less leaks than latest iphone and pixel