Microsoft to Spend $120 Million to Fight Perception as "Huge American Company"

Published: January 25, 2006

by Alex Woodie

Microsoft has started an advertising campaign to change its image as a "huge American company," according to a story on The Seattle Post-Intelligencer Web site.

"We are often perceived as a huge American company," the P-I quoted Microsoft group advertising manager Mike Lucero as saying. "We wanted to be very specific about what we are doing in each country in education, innovation, economic opportunity and security."

The new campaign will reportedly cost $120 million, and includes advertising on television, in print, and on the Internet, in 32 countries. Some of the ads have already started to air in the United States, including some on popular shows like "24" and "The West Wing." Actor William Macy, of movie "Fargo" fame, reportedly narrates the ads.