10:15 am - 08/14/2014

Watch Microsoft Brilliantly Shade Apple With 2NE1's K-Pop Hit in New Ad

Microsoft lets the girl group do the talking to declare (in Korean) 'I Am the Best.'

Technology companies doing side-by-side comparisons in TV ads is nothing new. But subtly shading your competition by soundtracking the ad with a foreign language hit is rather brilliant.

For its new Surface Pro 3 tablet laptop, Microsoft shows where its product excels compared to the Macbook Air. The ad never comes out and says it, but by synching a song from K-pop group 2NE1, Microsoft is declaring "I am the best" ...in Korean, that is.

One of 2NE1's signature and fiercest tracks, "I Am the Best" is a cocky anthem to celebrate all the things to love about oneself. With more than 96 million views on YouTube, the dance-rap-pop hybrid is one of the most-viewed vids ever for a K-pop act and had itself a pop culture moment Stateside when the girls performed it on "The Bachelor" earlier this year.

While Apple execs may not catch the clever shade upon first listen, loads of K-pop fans were delighted by the placement, and by hearing a Korean act in a U.S.-focused commercial.

Hear the full version of 2NE1's "I Am the Best" below.


1. I want one'
2. Do you think K-Pop is going to keep breaking into English markets?
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lestat 14th-Aug-2014 02:16 pm (UTC)
I want this tablet so bad.
lady_gaga 14th-Aug-2014 02:17 pm (UTC)
lol Microsoft keeps trying it.
xdecadentx 14th-Aug-2014 02:37 pm (UTC)
I feel like they should have put the prices, that's likely to be the biggest draw.
andres01234 14th-Aug-2014 02:55 pm (UTC)
bobbing_apples 14th-Aug-2014 02:58 pm (UTC)
taecish 14th-Aug-2014 02:19 pm (UTC)
macs are leapfrogs for adults
lestat 14th-Aug-2014 02:21 pm (UTC)
lmao yes tho
frankthesheep 14th-Aug-2014 02:42 pm (UTC)
nene718 14th-Aug-2014 05:02 pm (UTC)
splatney 14th-Aug-2014 06:50 pm (UTC)
chasind01 14th-Aug-2014 07:21 pm (UTC)
suborbital 14th-Aug-2014 09:09 pm (UTC)
portmanteaux 14th-Aug-2014 02:19 pm (UTC)
I ain't fucking with windows 8 tho.
xdecadentx 14th-Aug-2014 02:31 pm (UTC)
Yeah I really don't like it. I'm dreading having to change when I have to upgrade. Hopefully not for a while though.
frankthesheep 14th-Aug-2014 02:42 pm (UTC)
I don't know why people hate it so much. I got it about a month ago and I'm indifferent.
vonlisbon 14th-Aug-2014 03:08 pm (UTC)
The commercials are kind of misleading because it makes it seem like you're always hanging out on/accessing things from that front screen with all the tiles and shit. The only time I ever see that screen is when I restart my computer tbh. Otherwise it's 95% the same as the last version of Windows.
justyourfaceha 14th-Aug-2014 04:47 pm (UTC)
It's not bad, I think people just dislike change.
leitao 14th-Aug-2014 05:04 pm (UTC)
Same. After I restored the start button, I can't tell the difference between Windows 8 and Windows 7.
thyselfbetrue 14th-Aug-2014 06:22 pm (UTC)
same. i never switched over to vista, windows 7 etc bc i never really cared for them and i was fine with windows xp. i got a new laptop last year and i've had no issues with windows 8. i actually like it so lol.
skankyoulater 14th-Aug-2014 06:30 pm (UTC)
the updates crash shit
adorealire 14th-Aug-2014 02:53 pm (UTC)
I feel that on a tablet it's not that bad, but on a laptop with no touchscreen... It's really annoying
swim_thedepths 14th-Aug-2014 02:56 pm (UTC)
I have it and it's really a non-issue. I just run it in 'classic' view and be done with it.
tinsleyy 14th-Aug-2014 02:59 pm (UTC)
ia its horrendous
sandstorm 14th-Aug-2014 03:02 pm (UTC)
It seems better for a screensaver on a television to be honest. I don't mind the idea, but it's a little lame on just a desktop.
solid_girl 14th-Aug-2014 03:15 pm (UTC)
I hate it. I don't think I've ever used any of the "apps" besides the webcam.
carazon 14th-Aug-2014 03:55 pm (UTC)
I have it and it's basically the same as Windows 7 with a different start menu and better features.

I never use the apps though as I'm running a desktop and a laptop. I feel like they'd be okay for a touch screen but otherwise, nty.
cactus_rs 14th-Aug-2014 04:02 pm (UTC)
This fuckin' truth. NHF cutesy bullshit designed to look cool on a tablet instead of being functional on a laptop.

Also trying to get a laptop with Windows 8 to boot from anything but the HDD (so I could install another OS) was a fucking nightmare that required me to change three or four separate and obscure settings in Windows. Never had that much trouble before.

TBF I haven't had to wipe a Windows install since XP so maybe 7 and Vista were just as shitty in that regard.
kachna_junior 14th-Aug-2014 04:06 pm (UTC)
it's just fine. actually it turns on and off very quickly
celestic_blue 14th-Aug-2014 04:59 pm (UTC)
Windows 8 is no different than Windows 7 minus the start screen. You can use it the same way as Windows 7. I just got a new laptop about 3 weeks ago and was dreading Windows 8.1 because of everyone seems to hate it but it's perfectly fine.
xadyx 14th-Aug-2014 02:19 pm (UTC)
That Microsoft operating system is SOOOO slow and ugly.

I got a touch screen laptop (not the one in the post but same operating system) for my bday and sold it for $60 because it was trash
lestat 14th-Aug-2014 02:21 pm (UTC)
$60? Smh, that could have gone for more or could have been traded in
enlightenight 14th-Aug-2014 02:25 pm (UTC)
THIS. I had one in the past months and I hated every second I used it.

edit note: wtf is wrong with me i said years instead of months.

Edited at 2014-08-14 02:25 pm (UTC)
passionless_me 14th-Aug-2014 02:49 pm (UTC)
The OS has little to do with speed... what were the specs on your laptop? If it was cheap, then no duh it was slow.
andres01234 14th-Aug-2014 02:56 pm (UTC)
justyourfaceha 14th-Aug-2014 04:48 pm (UTC)
Lol seriously
jonghyunf 14th-Aug-2014 02:58 pm (UTC)
you sound really computer illiterate rn...
nene718 14th-Aug-2014 05:05 pm (UTC)
so basically you admit that you got ripped off because you know nothing about computers. embarrassing.
splatney 14th-Aug-2014 06:53 pm (UTC)
lmao at least learn basic spec knowledge before spending money on a computer
mikasaackerman 14th-Aug-2014 02:21 pm (UTC)
i love this song and the mv for it so much. i'm not into kpop but dang this song is so infectiously good.

also i wish 2ne1 wasn't such a mess.

Edited at 2014-08-14 02:23 pm (UTC)
godney 14th-Aug-2014 02:59 pm (UTC)
Seriously, I'm in a phone conference and put on my headphones due to boredom and started jamming. I have never.
mikasaackerman 14th-Aug-2014 03:06 pm (UTC)
i really tried to get into the kpop scene because of my friends but lawd i just really couldn't. 2NE1's I Am The Best and Big Bang's Fantastic Baby are the only Kpop songs i could easily get into. Such great jams.

devochkazhenya 14th-Aug-2014 02:21 pm (UTC)
I really want to switch back to PCs after my Mac dies.
firstblush 14th-Aug-2014 02:24 pm (UTC)
I just had this happen to me unplanned.

My mac decided to shit itself.

The only thing I would say in that case is make sure that you backup anything you want to transfer/keep in some way that makes your data accessible to both systems.
endingonfire 14th-Aug-2014 02:26 pm (UTC)
Same, if only so I can play the Sims without having the whole thing crash.
devochkazhenya 14th-Aug-2014 02:52 pm (UTC)
Yeah I really want to be able to play DA:I on my computer and my mac has spent the last year slowly going to pieces
sandstorm 14th-Aug-2014 03:03 pm (UTC)

I don't hate my Mac, but I just enjoy Windows more.
enlightenight 14th-Aug-2014 02:23 pm (UTC)
Thing with Surface 3 Pro is that it's not like a tablet, it's like a laptop with a touchscreen. I don't expect my tablet to run Photoshop as my desktop does, I expect it to be light, fast and easy to use. I also don't expect my laptop to act like a tablet. See, it would make sense if Apple claimed that their product does all the thing Microsoft said but nope. They sell it as a laptop, that's all.

Besides, Win8 is a fucking loser if we're comparing it with Mac OS X imho. Keep trying MS.
tigermilk 14th-Aug-2014 02:33 pm (UTC)
Basically yeah. I'm really happy with having a laptop and a tablet, and do not want to blend these things together.
mattthew 14th-Aug-2014 06:30 pm (UTC)
mte they serve different purposes imo
splatney 14th-Aug-2014 06:55 pm (UTC)
I can see your point, but I think it's a neat blend of the two platforms. It doesn't sacrifice on either part.
kaykaydelight 14th-Aug-2014 02:23 pm (UTC)
K-Pop will never break the english market. Gangnam Style was luck.
blumeii 14th-Aug-2014 02:31 pm (UTC)
And they dont need to. They're making tons of money in Asia alone.
koushiba 14th-Aug-2014 02:54 pm (UTC)
If only they would realize that and stop trying tbh.
placentipede 14th-Aug-2014 02:24 pm (UTC)
2NE1 yaaas
tigermilk 14th-Aug-2014 02:29 pm (UTC)
The one with the hat looks like she's moments from breaking into an authentic punk dance.

slaughtermatic 14th-Aug-2014 02:43 pm (UTC)
this whole episode is pure gold
bienenkiste 14th-Aug-2014 03:14 pm (UTC)
lmao that episode is fucking everything
"like a child dizzy on lemonade"
xdecadentx 14th-Aug-2014 02:30 pm (UTC)
Aw no, are the Apple stans going to get really offended and say how they've had their computer that costs 3 times the price for 3 times longer than another one.
passionless_me 14th-Aug-2014 02:47 pm (UTC)
tinsleyy 14th-Aug-2014 03:00 pm (UTC)
no, but you said it
marywebgirl 14th-Aug-2014 02:33 pm (UTC)
I'm on the waiting list for this at the library (shut up, I like books). Can't wait to read it:

blumeii 14th-Aug-2014 02:46 pm (UTC)
lol so cute
Its so weird to me how quickly Korea has advanced considering 60 years ago, they were poorer than some sub Saharan African countries.
distant_lines 14th-Aug-2014 03:16 pm (UTC)
I find it really fascinating to watch how they're still kind of adjusting to that. They were thrust into this so quickly, that it's interesting to watch the modern stuff try and mesh with the traditional stuff.
hurtmybones 14th-Aug-2014 02:35 pm (UTC)
only here for 2NE1's most iconic song (or 2nd most iconic song, I go back and forth btw that and ILY)
miwa201 14th-Aug-2014 04:13 pm (UTC)
iatb >>> ily, just for the music video and choreography. sigh 2011 was really the best year for 2ne1. f u yang hyun suck.
hurtmybones 14th-Aug-2014 04:33 pm (UTC)
lol it rly depends on my mood which one I like best, tho I do like the mv for ILY a tiny bit more bc it's so pretty.

he's a mess, I can't wait till bb goes into the army and he starts realizing he should have managed the rest of his roster better. you know winner, that other flop boy group and pink punk (if they ever debut) are not gonna cover that gap. bow to 2NE1 for going as far as they did with yge doing almost the absolute minimum. I'm still dying that ILY was one of the highest selling songs of that year with close to 0 promo lmao
kaninasan 14th-Aug-2014 05:43 pm (UTC)
I love you is soooo good, it's my fav
markovnikov 14th-Aug-2014 02:36 pm (UTC)
lol of course microsoft would pick the 2ne1 for marketing these flops
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