I was particularly surprised to see how aggressive the TV campaign was. I've seen these all over. They're really running with this thing:

https://www.youtube.com/watch?v=-WIluNt0mvA

https://www.youtube.com/watch?v=R_6bSCW_UI0

Not surprisingly, they've apparently hired a former political hack to help run this campaign. It's interesting, because these ads definitely have a dirty politics feel to them:

http://www.forbes.com/sites/petercohan/2012/07/23/can-mark-p...

http://blogs.wsj.com/digits/2012/07/19/mark-penn-microsoft%E...

http://www.businessweek.com/articles/2012-12-03/did-mark-pen...