Microsoft is launching a series of $2bn TV ad campaign to promote its search engine Bing, as part of a major marketing push designed to challenge Google's dominance of the UK search market. "This is a big moment – we’re taking out our slingshots and taking on Goliath," said Ashley Highfield. The three-month campaign, which includes three TV ads created by the agency JWT, starts on Wednesday and uses the strapline "Bing and decide". Ads aim to show that Bing simplifies the "information overload" that accompanies the results of many searches. "People feel overawed by the internet and what they turn up when they’re searching," said Highfield. "We’re also in a world where people have forgotten there’s an alternative search engine." The ads feature ordinary people asking for information and receiving nonsensical, "speaking-in-tongues" answers; one early spot has a woman seeking directions to Euston station. "It is a battle not just of mind but of heart as well," he said. "We are wanting to make an emotional connection – we are ploughing a different furrow here."