Bing Is For Doing Things It Tells You Not To Do

“Bing Is For Doing” is the catchphrase being used in new ads for Microsoft’s Bing search engine. But in a bit of irony, one new ad literally suggests jumping off a cliff but then warns in small print, “Do not attempt.”

I first saw the ad on Sunday when watching the Mad Men finale and again while watching a show on Hulu yesterday. It starts with “Kevin Cook” using the new social features in Bing to ask friends for any recommendations to do in Hawaii:

Along comes his friend Neil Black who suggests jumping off a cliff. OK, a big rock, though some of the videos he links to call it a cliff jump:

Kevin clicks on the link to get a list of videos right on Bing that tell him more about the place to jump:

That link, by the way, doesn’t work for me. Nor can I figure out any way to get a page like you see above. Bing Videos doesn’t host content as with YouTube, so you can’t have a page of your own uploaded videos as seems to be appearing in the ad.

Postscript: Mystery solved! Bing emailed me to say that this type of page appears if you share a link from the results. So if you found a video in Bing, then shared that link through Bing, you’d get to a page like shows in the ad. In fact, here it is.

But back to Kevin, who does a search for “hawaii flights” on Bing and is on his way. Friends keep telling him about cool things to do, such as hidden trails and to try spicy poke. Eventually, however, his date with the cliff jump arrives. Here he goes!

The red arrow is my addition. It’s pointing to a “Do not attempt” warning. Yes, “it’s amazing what you can do when your friends are part of your search,” as the ad says at the end, when it shows the “Bing is for doing” tag:

Just, you know, don’t attempt the things those friends on Bing suggest that you should be doing.

I’m guessing some lawyer got a bit freaked out after the ad was shot. I do like how the ad spends time highlighting some of Bing’s features. I always like search ads that do this. But that “Do not attempt?” I’m still chuckling over it.

Here’s the ad:

YouTube Preview Image

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Related Topics: Channel: Industry | Features: Analysis | Microsoft: Bing | Microsoft: Marketing | Top News

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About The Author: is a Founding Editor of Search Engine Land. He’s a widely cited authority on search engines and search marketing issues who has covered the space since 1996. Danny also serves as Chief Content Officer for Third Door Media, which publishes Search Engine Land and produces the SMX: Search Marketing Expo conference series. He has a personal blog called Daggle (and keeps his disclosures page there). He can be found on Facebook, Google + and microblogs on Twitter as @dannysullivan.

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  • McintoshClifton

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  • Takeshi Young

    Do not attempt to use Bing.  Use Google instead.

  • http://projectmatt.com/ ProjectMatt

     Search with your friends, then go on vacation alone.

  • http://profile.yahoo.com/OD7IL2TFCQDGN5CC3OZZ2DUVYE Fred

    My ńeighboŕ’s mŏther-iń-ląw Maḱes $8O houŕly on the laptoṗ. She has bėėn out of w0rḱ for 7 Ṁonths but ląst Ṁonth her ińcome wąs $8734 just worḱińg on thė laṖt0Ṗ for a ƒew hours. Gŏ to this web siṫe and ŕead morė.. CashLa&#122y.com

  • Richard Missey

    “I would do anything for Bing, but I won’t do that.”

  • matthewthepc

    “Bing Videos doesn’t host content as with YouTube, so you can’t have a page of your own uploaded videos as seems to be appearing in the ad.” New SkyDrive integrating feature, perhaps? :D

  • http://twitter.com/kotelko Blazej Kotelko

    Instead of not Binging/doing just do it and jump. It is not that difficult.

  • James Taylor

     Google is better but Bing is the best…..

  • http://twitter.com/KateWinslet_A Kate Winslet

    I like Google, Bing  and Yahoo both……

  • Virginia_Divorce_Attorney

    I like Google, Bing  and Yahoo both……

  • Virginia_Divorce_Attorney

    Just, you know, don’t attempt the things those friends on Bing suggest that you should be doing.

  • http://www.ydeveloper.com/e-smart-ecommerce-suite.html eCommerce

    So the competition has been started!

  • JoaquinS

    I think it’s quite smart targeting the next-generation of Internet users who will primarily dominate the business and corporate sector in the near future.

  • http://gyitsakalakis.com/ Gyi Tsakalakis

    Huh, I thought he was asking about a vocabulary to express user preferences in RDF format…

  • LoganThomas

    My ńeighboŕ’s mŏther-iń-ląw Maḱes $8O houŕly on the laptoṗ. She has bėėn out of w0rḱ for 7 Ṁonths but ląst Ṁonth her ińcome wąs $8734 just worḱińg on thė laṖt0Ṗ for a ƒew hours. Gŏ to this web siṫe and ŕead morė.. CashL&#97zy.com

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    I am really surprised that my mom able to earn $53/hour on the internet. Just working on the laptop for a few hours. Read more on this site ===>> <a href="http://LazyCash38.com”>LazyCash38.com  

  • rao vặt việc làm

    “I would do anything for Bing, but I won’t do that.”

  • canthoinfo

    thanks for share

  • http://profile.yahoo.com/4FLNIZG5YKAWYXBXOUGSMJMNTQ kathleen

    agreed! I was born and raised on Oahu, and the “Do Not Attempt” warning on the Waimea rock jump is a bit of an exaggeration. just do it

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