In the past Microsoft was all too keen on pitching its Bing search service against the 800 pound gorilla of the market, Google search. Now, however, the company has had a change of heart.

Redmond’s new strategy is highlighting just how closely Bing is into its ecosystem — Windows 8.1, Windows Phone 8 and Xbox One — and this brand new ad does a perfect job of showcasing this.

In fact, the company has uploaded two new videos on its YouTube channel.

The core theme of this brilliant new marketing campaign, dubbed Unbox Your Search, is that Bing is more than just a website where users go to search for stuff. Instead, the search service very much defines the core experience of the company’s new operating platforms.

The one minute long commercial shows users accessing Bing on their devices in a myriad of different ways, from translating a Chinese sign to English on a phone to being used on a large screen TV with the upcoming Xbox One.

You can take a look at the video below.

And yes, it shows the newly updated Bing logo, complete with a slick new animation showing three yellow banners flying in and revealing the new symbol. Plenty of Windows 8 devices (tablets and laptops) also make an appearance

There is also a shorter 30 second version of the video, an edited version for the TV, surely.

The commercial itself is brilliant, and gives off a serious vibe for a service that gets things done. Definitely a new approach to things as the company enters an important phase with release of several new products by the end of the year.

What do you guys think?

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  1. I like it. I hope they come out with a couple more

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