Microsoft's quest to for cool has seen it endorse a video for Bing that channels the spirit of that other high-tide mark in Web 2.0 entertainment, Star Wars Kid.
The company's named the winner in a competition for a Bing Jingle that it clearly hopes will achieve the same so-bad-it's-gotta-be-watched vital status and raise Bing's profile.
Except, it's so bad you can't bare watching it.
The video, Bing, Bing, Bing goes the Internet, was created by serial YouTube video auteur Jonathan Mann and features Mann convulsing like a French mime in front of four white silhouettes of himself.
You can see the video below. You've been warned, though.
The Bing Jingle competition was created by Microsoft, apparently because, "Since everyone is having fun with the name, we thought it would be interesting to see what you can do with it."
This is the kind of painting-with-our-fingers-in-class-today statement that sits right up there with the president of Microsoft's online services division Qi Lu's eye-rolling claim to serious investors last week: "We are already seeing initial anecdotal evidence that people are using 'Bing' as a verb."
According to Lu, Bing has more than 63,000 "fans" on Facebook and more than 23,000 Twitter followers.
Mann was apparently awarded $500 in American Express gift vouchers for his work.
Strictly speaking, The Reg shouldn't be writing this piece as it could be construed as viral dissemination of Mann's work from a unit of Microsoft that sees any publicity as good publicity. ®