a bunch of college kids dancing around generic looking tablets, with the only unique aspect being a brightly colored keyboard, the only branding of which is a windows logo at the end.
Gee, I wonder how my parents came to the conclusion it was a keyboard attachment for tablets and not actually the tablet itself.
Here's the commercial in question.
If you weren't entirely familiar with tablets, wouldn't you think it was a commercial for the keyboard attachment and not the actual device? They seriously thought a "Microsoft Surface" was a keyboard. Look how much the keyboard, not the GUI, is highlighted in the first 20 seconds, when people are paying the most attention.
It's not a ridiculous thing to pull from that commercial. Remove the images of the Win8 GUI from those tablets (because assume the people watching don't know one tablet UI from the other) and tell me it isn't a commercial for a tablet keyboard.
Compare it with a similar length iPad commercial.. Not the focus on using the product. The product is the focus, it's glowing on a black backdrop, showing the user what the iPad can do. It doesn't assume you know it's an iPad, it shows you why you need this device and what it can do. In fact, the iOS menu is
never shown. There's no distracting dancing or clipping on keyboard attachments that are highlighted, nor are there more shots of people and the back of the tablet than people actually using the tablet for what it's good at.