Yahoo's new campaign

Yahoo! Tile Video @ Yahoo! Video

Finally, Yahoo found a way to battle Google with a strategy that might actually work. Yahoo's former positioning as a search engine was a very weak one compared to Google. It really lacked an identity, or a strong position, in consumers' minds because it had so many things on the main web page. But they took that and turned it around to their advantage; it finally disengaged from competing with Google as a search engine by repositioning itself as something much more than a mere search engine: "You". The tag line "It's You" along with the commercial shows how they want to position themselves as a website that provides all the personal needs that are tailored to you.

To me, Yahoo already seems better than Google because it has so many services available(not that Google doesn't, but because of Yahoo's new positioning and the effective commercial).

We'll see shortly how this campaign turns out, but it seems to me that Yahoo now has a pretty good chance against Google (although technically, Google is not anymore their direct competitor).