MEDIA-I: Microsoft kicks off dollars 30m XP blitz

Software giant Microsoft has roped in its "Add Clipp" icon, the on-screen paper clip which has the irritating habit of appearing on screen with offers of help, as the star in the first phase of its USdollars 30 million Office XP Campaign. Microsoft launched the Office XP promotion with an online push - available at www.officeclippy.com - which centres on how the new system has made Add Clipp redundant, forcing the icon to join a long list of former dotcom employees in search of new jobs. American comedian Gilbert Gottried plays the redundant paper clip. Add Clipp tells visitors to his website, "My name is Clipp, and Office XP has me sweating and rusting. Why? Because Office XP works so easily that it's made office assistants like me useless. Obsolete. And, I'm told, hideously unattractive ... They even cut my pay, despite the fact that I work for free!" Microsoft, which has long been criticised for incorporating too many, arguably useless, features into its software programmes, acknowledges the criticism with its latest online promotion. It is the first time Microsoft has taken a self-deprecating approach in its advertising and promotional material. However, the move has highlighted the company's difficulties in selling new versions of its software. The campaign comes complete with online games, which allow users who have long hated the annoying paper clip to exact their revenge by firing virtual staples, tacks and rubber bands at the icon. Microsoft also intends to feature banners on its websites, and will use ads via email to generate a viral campaign. A larger offline campaign will follow next month. According to Microsoft, McCann-Erickson Worldwide Advertising will create the offline campaign.

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