New MSFT ads for Bing play with ad formats.

Short version: MSFT buys 2:30 of ad time, and gives back the two minutes, extending the program. 30 second spot will feature fast-forwarding through commercials, TiVO style.

Great message, and more impressively, provides clear, appreciated value to anyone watching. it’s a pretty clear statement that Bing will help you cut through the crap, and get you back to doing what you want to do.

[As brilliant as the idea is, it still doesn’t overcome the core issue Bing will face - the need to be not just incrementally better, but remarkably better than Google, the clear leader in the search market.]