During the Microsoft Global Experience conference today in Atlanta, Microsoft execs revealed a new advertising direction for the company. The below video was (thankfully) captured by Engadget prior to its removal from YouTube, so that all of us can discuss this in great detail across the blogosphere. Microsoft spokesman Lou Gellos confirmed that “Be What’s Next” is absolutely going to be the new Microsoft tagline for upcoming promotional campaigns. The logos shown off to those gathered are not actual product logos. Rather, they are “directional examples.”

I can already imagine the types of commercials we’ll see. Personally, I enjoyed the “Windows 7 was MY idea” commercials and ads. By using that approach, Microsoft incorporated its customers on a very personal level. I forsee this slogan doing much of the same thing. People can identify with it and feel as though they are part of helping to guide Microsoft into the future. Having your customer base connect with you in this manner is crucial in these lovely economic times.

I actually think that Microsoft is missing something when it says that the logos featured in the video will not be used on its products. The old ones are – and I say this in the nicest way possible – well, OLD. They are long overdue for a fresh new look, and this is the perfect opportunity to do so.

What are your thoughts? Where do you see the Redmond team going with the “Be What’s Next” campaign?