Microsoft Internet Explorer 8: Browser for the better

Check out the site: http://BrowserForTheBetter.com

The campaign, launching today, features humorous PSA-style “Special Internet Service Announcements” highlighting various Internet afflictions. The first two are S.H.Y.N.E.S.S. (Sharing Heavily Yet Not Enough Sharing Still) and F.O.M.S. (Fear of Missing Something) with more premiering in the weeks to come.

Each video highlights new IE8 features like InPrivate mode, Accelerators, and WebSlices in very unexpected ways. The videos are now appearing online on high-profile video sites, in social media spaces including YouTube and Facebook, and on a new website: BrowserForTheBetter.com.

For the new campaign, Bradley and Montgomery partnered with LA-based Generate, the multiplatform media company run by former chief executive officer of The WB, Jordan Levin. Generate was involved in all aspects of the campaign, helping cast Dean Cain as the star and Bob “Bobcat” Goldthwait as director of the videos.

And that’s just part of the campaign. Internet Explorer 8 is a better browser, but it’s also a browser for better. For every download of Internet Explorer 8 through BrowserForTheBetter.com, Microsoft will donate the financial equivalent of eight meals to Feeding America, an organization supplying food to more than 25 million Americans each year.

Advertising Agency: Bradley and Montgomery, USA
Released: June 2009