The marketing for Windows 7 began with a new commercial last week. I suspect this will be a frequently discussed topic around here, because it involves a favorite target (Microsoft), a favorite agency (Crispin) and a few thousand opinionated people (us). Initial take: I’m kinda stunned.

The new spot is cute — but it’s the hit-me-between-the-eyes, gag-me-with-a-spoon, give-us-your-money kind of cute.

I have to say, I’m a little surprised that Crispin would go this route, even though their Laptop Hunter commercials were an indication of trouble in paradise. It’s actually a missed opportunity: with early indications that Windows 7 will not be the kryptonite that Vista was, they have license to be creatively brave. But if there is a shred of bravery in this spot, it’s extremely well hidden. Rather than blaze a new trail, they’ve reached into a very thin bag of tricks to pull out Kylie, the too-cute star of a previous Vista commercial.

Reading off a list of positive product reviews is an easy way to go. It’s just not a terribly exciting one. Apple lapses into a quotes ad now and then, and it makes me shudder every time. I guess Microsoft/Crispin thought that using the kid (emphasis on use) would take the curse off. Unfortunately, it puts a whole new curse on. There’s a joke in creative departments everywhere to the effect that all will be well if you “just throw in a baby or a puppy.” It may work to some degree, but you will burn in creative hell for it.

If you’re going to play the cuteness card, you’d better do it artfully. Otherwise it’s just transparent, a calculation, a manipulation. This spot is born of the belief that being likable is as easy as showing likable things. It isn’t.

Should Windows 7 really be this cute? Should Microsoft actually deliver “more happy” as they promise/threaten? Should they just toss in the puppy next time? Call me cold and heartless, but I have a problem getting too cuddly with my operating system.