This is quite awesome.
Microsoft does branded content right.
Don't talk about the product, directly.
[Obliquely is fine.]
Ads that are simply product sales pitches are not content.
[Unless they are.]
Content needs to be of interest in and of itself.
[That's why we puts ads around it.]
If you aren't funny yourself, hire comedians.
[And using the word awesomer is awesome.]
The cool thing about being this huge gray corporation is that every time you don't act like it, it's awesome.