Luke Burbank says apparent Microsoft online ad fail was actually a success

Sep 17, 2013, 10:39 AM | Updated: 11:45 am

Even though Microsoft pulled down a recent ad the Internet declared a failure in a massive backlash, the actor in the ad, who happens to be a former KIRO Radio personality, said he thinks the whole thing was actually a success.

“We really somehow managed to, for better or for worse, make something that the Internet really talked about a lot. So in a way, it was kind of weirdly successful,” Luke Burbank told KIRO Radio host Andrew Walsh.

The ad was a video making fun of what some called an underwhelming announcement from Apple last Tuesday regarding the latest versions of the iPhone. In the video, Burbank and his wife Carey pose as a couple of Apple workers pitching new ways to innovate the popular phone.

“We’re going to give the people what they want, we’re giving them the finger,” said Burbank, followed quickly by actor-wife Carey, saying, “—print, finger-print touch ID.” As one of the features of the new iPhone includes a fingerprint scanner that eliminates the need to enter a passcode for security.

The ad also comments on the new gold color option.

“We made you an iPhone that is the color gold because think about it, everybody loves gold, pirates, leprechauns,” Burbank said, explaining the gold logic in the mock pitch.

Microsoft set the ad to private after negative reviews began piling up online. “Microsoft’s Windows Phone Ads Mocking The iPhone Go Private…Because They Were Terrible,” said a headline on The Huffington Post.

The company issued a statement after pulling down the video saying: “The video was intended to be a light-hearted poke at our friends from Cupertino. But it was off the mark, and we’ve decided to pull it down.”

Burbank said despite the backlash, he doesn’t feel that bad about being a part of the ad.

“I don’t personally feel the criticism is really about me. I think a lot of people just like to hate on Microsoft for some reason,” said Burbank. “I had no idea until I found myself in the eye of the storm how much people like to slam Microsoft at any possible turn and how butt-hurt they get if you dis the beautiful Apple products.”

Although he’s a longtime fan of Apple, Burbank agrees with the tone of Microsoft ad, saying he also didn’t think Apple came out with any mind-blowing improvements on the iPhone this time around.

“Honestly, I did think the announcement was kind of underwhelming. It’s really just the same stuff. Maybe a little faster, and maybe made out of plastic, but there wasn’t anything that was a quantum leap for me.”

If he could do it all over, Burbank said he’d still participate in the making of the ad. He said he really only has one regret about the whole thing.

“I really look fat,” said Burbank. “I just wish I was 20 pounds thinner.”

Luke Burbank is the former host of The Luke Burbank Show on KIRO Radio. He can now be heard daily on his podcast Too Beautiful To Live hosted at

Local News

Police follow protesters as they move through the city during racial justice protests on November 3...
Hanna Scott

Report on 2020 protests recommends new training for SPD, debunks “mob psychology”

SPD’s approach to the 2020 protests underutilized de-escalation through dialogue and relied on indiscriminate and disproportionate use of force.
11 hours ago
New fencing keeps park users away from the cliff edge at the Gig Harbor viewpoint on the Outer Loop...
Graham Johnson, Theresa Robinson

Point Defiance outer loop closes to cars due to instability

Metro Parks Tacoma closed the outer loop of Five Mile Drive in Point Defiance Park in Tacoma on Thursday afternoon, days after announcing the change.
11 hours ago
SDOT Light Rail Ped...
KIRO 7 News Staff

Pedestrian struck, injured by Link light rail train in south Seattle

A pedestrian was struck and injured by a Link light rail train Wednesday afternoon in south Seattle.
1 day ago
(Photo courtesy of King County)...
Frank Sumrall

King County executive initiates plan to conserve and save the region’s wilderness

King County executive announced a plan to protect 65,000 acres of forests, farmland, and greenspace, raising property taxes in the process.
1 day ago
MyNorthwest Staff

Drought may impact most of Pacific Northwest this summer

Drought is expected to impact much of the Pacific Northwest this summer, impacting areas throughout eastern Washington, southern Oregon and southern Idaho.
1 day ago
(Photo by David Ryder/Getty Images)...
Frank Sumrall

SPD report discovers 80% of 911 calls were for non-criminal events

After reviewing more than 1.2 million 911 calls from 2017 to 2019, the Seattle Police Department (SPD) found 79.7% of calls were for non-criminal events.
1 day ago

Sponsored Articles


Anacortes – A Must Visit Summertime Destination

While Anacortes is certainly on the way to the San Juan Islands (SJI), it is not just a destination to get to the ferry… Anacortes is a destination in and of itself!

Ready for your 2022 Alaskan Adventure with Celebrity Cruises?

Celebrity Cruises SPONSORED — A round-trip Alaska cruise from Seattle is an amazing treat for you and a loved one. Not only are you able to see and explore some of the most incredible and visually appealing natural sights on the planet, but you’re also able to relax and re-energize while aboard a luxury cruise […]

Compassion International Is Determined to ‘Fill’ a Unique Type of Football ‘Stadium’

Compassion International SPONSORED — During this fall’s football season—and as the pandemic continues to impact the entire globe—one organization has been urging caring individuals to help it “fill” a unique type of “stadium” in order to make a lasting difference in the lives of many. Compassion International’s distinctive Fill the Stadium (FtS, initiative provides […]

What are the Strongest, Greenest, Best Windows?

Lake Washington Windows & Doors SPONSORED — Fiberglass windows are an excellent choice for window replacement due to their fundamental strength and durability. There is no other type of window that lasts as long as fiberglass; so why go with anything else? Fiberglass windows are 8x stronger than vinyl, lower maintenance than wood, more thermally […]

COVID Vaccine is a Game-Changer for Keeping our Kids Healthy

Snohomish Health District SPONSORED — Cheers to the parents and guardians who keep their kids safe and healthy. The dad who cooks a meal with something green in it, even though he’s tired and drive-thru burgers were tempting. The mom who calms down the little one who loudly and resolutely does NOT want to brush […]
Experience Anacortes

Coastal Christmas Celebration Week in Anacortes

With minimal travel time required and every activity under the sun, Anacortes is the perfect vacation spot for all ages.
Luke Burbank says apparent Microsoft online ad fail was actually a success