In my world, Microsoft started to turn hate into, "I will take a second look at what you are offering--maybe--if I'm in a good mood." Their advertising is still just noise, and a huge waste of money in my world.
I started to turn when they offerd some products for free.(I still don't use the products they offered, but it was a nice gesture.) The best Ad I heard was on here. A guy commented, 'I like my Surface. I use it to take notes in class.' I started to think about the possibilities this devise could offer over Apple's products.
I still have some healing to do though--I was in Costco today and looked at a Surface, but just pushed one key and walked away. Do a few more acts of kindness Microsoft, and get that Surface price as low as possible; I will seriously think about giving you money again or at least push a few more keys. I don't think I will ever pay for your OS though--just on principle. As to ads, I think Microsoft is wasting money. Manufacture good hardware, and keep giving away software--people will notice.