UNDERDOG

Microsoft Dusts Off New Search Engine

Two titans of technology are set to do battle. Microsoft plans to unveil a new ad campaign—costing close to $100 million—that will try to convince users to abandon Google for their new search engine, Bing. The ads, which will appear on nearly every platform imaginable, have a price tag significantly larger than most national campaigns. The hard part will be convincing users to ditch Google, as its brand enjoys a solid reputation. Yet Microsoft has had some luck as of late in its advertisements against rivals: Their series that labels Apple computers as too expensive seems to be resonating with consumers. Still, many companies have tried to take Google's crown, and none have succeeded.