These ads were posted on the Verge yesterday.
What other options to "sell" Windows 8 could Microsoft do? There is NOTHING new in Windows 8 and touch devices are old news. Now if Windows 8 devices had a camera capable of face scanning and/or monitoring body motion and facial expressions and a really good voice recognition system, and a quality GPS, physic API, much finer resolutions touch sensitivity, a user interface that can be easily adapted to how process my work flow (rather than being dictated to me), and a million other "innovative" ideas that didn't happen. What I see is a device that's 3+ years late to the party and brings NOTHING NEW to the table.
Watching the ad definitely does NOT remind me it's Windows 8. I did a quick inter-office test and had 5 co-workers watch the ad ... 5 hours later I asked them what was the ad about. Not a single one of them remembered it was about Windows 8.
The ads are well done, but fail as a marketing tool for Windows 8.