Modern Explorer: Microsoft targets 90s generation

International – Microsoft has released a nostalgic advertisement for the new version of Internet Explorer with a tagline aimed at younger internet users: ‘You grew up, so did we.’

The ad contrasts pop culture staples of the typical 90s childhood with the more irritating aspects of online life today. Viewers of the ad see a forest of troll dolls, for example, while the narrator reminds us that ‘at least a troll was still a friend’.

Microsoft is also promoting the latest version of its browser with a microsite that emphasises its compatibility with touchscreen devices and ‘app-like performance on sites’.

Many young people have abandoned Internet Explorer for Chrome, Firefox, Safari or mobile web browsers. Microsoft’s product is still used in many offices, but this may change as the workforce gets older.

Despite the campaign, Internet Explorer continues to be associated with the most corporate aspects of the internet, so it remains to be seen whether Microsoft’s pitch will pay off with New Millennials and Generation D.