Browser wars: Google Chrome vs Microsoft IE8, ads edition

Media / Entertainment

Dan Leahul

June 12, 2009

How long?

2-3 minutes

Browser wars: Google Chrome vs Microsoft IE8, ads edition

LONDON - Google is reaching out to the public to help market its Chrome browser by asking for user generated video submissions while Microsoft launches a full-fledged ad assault featuring former Superman actor Dean Cain.

Google's Chrome logo viral

, which consists of three red, yellow and green pods enclosing a blue orb, and the winners will be featured in a special YouTube video.

A teaser video created by Google staff shows the Chrome logo made out of objects like spoons, balloons, a sushi bento box and a cake, among others.

The campaign follows Google's first ever television ads promoting Chrome, which ran last month in the US.

Chrome ranks fifth among popular web browsers, behind Microsoft's Internet Explorer versions 6, 7 and 8, and Mozilla's Firefox, and holds 5.5% market share, ahead of Safari and Opera.

The DIY logo campaign and viral-like appearance of Google's television ads are telling of the company's marketing philosophy, which has been excessively low-key for the ubiquitous brand.

In comparison, Google's main rival in Microsoft is known for its lavish, star-studded approach, recently revealing an unprecedented $100m marketing budget to promote its new search engine Bing, spanning online, television, radio and press.

Its newest ad promoting the recently released Internet Explorer 8 browser features former 'Lois & Clark' Superman actor Dean Cain, asking: "Do you spend your days frantically bouncing from website to website hoping you don't miss anything? Has this led to frightening delusions? Don't worry, you're not alone. You may be just one of the millions of people suffering from F.O.M.S. (fear of missing something)"

Another IE8 ad expounds on S.H.Y.N.E.S.S., or sharing heavily yet not enough sharing still, including a link to its campaign website .

Previous Microsoft ads have featured big name yet curiously chosen stars, such as Jerry Seinfeld, who appeared in a series of ads co-starring Bill Gates earlier this year, which were subsequently lambasted online by critics.

In related news, Microsoft announced today that it would be shipping its Windows 7 operating system across Europe without Internet Explorer installed as its default browser, in a move designed to pacify monopoly watchdogs.

Consumers who purchase a Windows PC when version 7 is released in October will have their choice of browser, although the company did not reveal how one goes about downloading a browser without having one installed first.

Microsoft F.O.M.S.