Microsoft Likens Malala to Margaret Thatcher, Thinks Feminism Can Be Used to Brand Bing

Rohin Guha

January 12, 2014

Watching The Golden Globes tonight? Of course you are. Then you probably noticed this TV spot for Microsoft’s Bing, the “fetch” of all search engines. The spot takes the stories of many strong women…and uses them to brand Bing’s identity, under the guise of “Celebrating the Heroic Women of 2013.” The spot’s been live for a couple weeks, but tonight it enjoys a huge audience, owing to the Globes. Its major misfire is the bizarre, if slipshod attempt at feminism. The spot cycles through the stories of strong women and in doing so, ends up likening Malala Yousafzai’s near-death experience to Margaret Thatcher’s political career and sets the whole thing to a song that sounds an awful lot like Katy Perry’s “Roar” — but isn’t.

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