This commercial for the Zune is a bit better than the last one we posted.

At least it gives the indication of the main differentiator; potential for the immediate sharing of music. Too much of the Zune marketing feels less like promoting a product than attempts at trying to be hip. I understand selling an emotional connection or a lifestyle over a physical ‘thing’ but you’ve got to get your audience to make the connection between that ‘thing’ and the image that they crave. Zune’s got so much potential. It might never be an ‘iPod killer’ but it could be a compelling piece of gadgetry if Microsoft can make it work like it should and then go after that ‘sharing’ niche as hard as they can.

See some other Zune posts here:

- Beam Your Beats

- Spinners

disclosure alert - I am employed by a company that does some Zune marketing. Personally, I have so little to do with the work that I can’t even tell you what it is.

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