Not sure if Office would be an appropriate "carrot" to entice the general populace (which is what the advert campaign seems to be targeting. Office would appeal more to the corporate/business types -- which would also require that you need to demonstrate that Surface can integrate well into your business infrastructure (better than any mobile platform). It's a stretch, but perhaps demonstrating capability to integrate with Xbox or ability to Kinect might have a "wow" factor to attract attention in the general populace?

>Microsoft is pushing that Surface runs Office. I can't say that's a right or wrong strategy.
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>What app do you think is missing for Surface? It's really hard to come up with "the killer app"
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>>Somehow I have doubts on a "one size fits all" strategy.
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>>The way I see things, what will sink Surface and Windows RT is a lack of an exclusive "killer app" -- something that is so compelling that people will get the platform to run it -- because it doesn't run on anything else. Microsoft wants to set up an ecosystem much like how Apple has with the iPod and iPad with iTunes. Problem is, there aren't any compelling Metro apps (yet -- and unfortunately the situation doesn't seem to be changing), and unfortunately Apple already has a "jump on them" -- as does the Android platform. What Microsoft really needs is something that is unique -- something that isn't already available, or as easy to obtain on any other platform. Basically, they need a niche -- just like how Apple found one when the Macintosh was introduced.