Microsoft will be promoting its search engine with a new tagline ‘Bing is for Doing.’ Created by Publicis Groupe‘s Razorfish, the campaign will feature winter-sports athletes. The first spot is to air during the NFC championship game this Sunday.

Photo: Kevin Pearce, from www.bing.com

The new campaign uses the ‘ing’ in Bing as the gerund form of verbs: doing, living, healing, etc. The spot leverages Bing searches to tell the story of American snowboarder Kevin Pearce, who hoped to become an Olympics star but suffered badly in a tragic accident. But, Kevin had a drive to overcome. Bing has documented his inspiring story as it «inspires Bing  to ‘do’ more», says its blog.

Bing has been using the ‘Decision Engine’ tagline created by former agency JWT since its relaunch of Microsoft search in 2009. The new move is influenced by Microsoft’s decision to enlarge its user’s percentage.

Now, Google leads, with a 65.9% share in December, according to ComScore. Microsoft holds only 15.1% followed by Yahoo’s 14.5%. According to Microsoft, its online ad revenue was up 13% in the most recent quarter, mainly because of search.