Finally after two previous billboard campaigns which either resembled Apple's iPad advertising or showed a lack of imagination or direction, this new series of creatives exhibit a really desirable identity of their own.
There's something about the shiny metallic background which makes the new Surface tablet seem futuristic and sophisticated, and makes for a much more confident campaign.
These Surface Pro 3 billboards were spotted along L.A.'s Sunset Boulevard and 3rd Street on June 12, plus high over Vine Street in Hollywood on June 27, 2014.
Daily Billboard believes this campaign is a vast improvement over the previous efforts, but see for yourself and compare these new ads with the Microsoft Surface launch billboards (aka we're not trying to copy Apple's ad strategy, honest) from November 2012 and the black background Surface 2 tablet outdoor ad campaign from December 2013.
Microsoft must be hoping third time's the charm and that there won't be any multi-million dollar write-offs this time around.
Meanwhile whatever you get up to this long weekend, enjoy your 4th of July celebrations.

UPDATED: Here's another billboard for the Surface Pro 3, this time spied high over Times Square in New York City on November 3, 2014.
The special extension adds some interest by breaking the dimensions of the billboard, so it's a shame the L.A. versions didn't utilise this technique for extra standout too.
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