Microsoft, which left Razorfish behind in April 2014 to side with IPG and Dentsu for creative and media planning, released a new campaign for its Windows 10 OS yesterday.
The work marks a departure for the tech giant in more than one way: for the first time, Windows will not charge customers to upgrade to the newest version of its operating system.
See these new ads, then, as part of Microsoft’s attempt to compete more directly with Google and Apple. Its tagline claims that the newest, shiniest version of Windows represents “a more human way to use the web.”
The first and biggest ad in the campaign (which was created by McCann’s MS division M:United) tells us that the future is now. Like, right now:
For the record, we’re pretty sure those kids WILL have to worry about information security in the future no matter what Microsoft does.
As noted by The Verge and various other outlets, these ads hew closer to the Apple model in selling big concepts rather than “bogging viewers down with the ‘boring’ details behind the product.”
That may be why we’re so skeptical of Microsoft’s superior security claims. FWIW, Ethan Hawke also tells us that Windows 10 can be your blackboard, your mailbox, and your personal Joan Holloway:
Microsoft’s corporate vp of global advertising and media Kathleen Hall tells our Adweek colleagues that “Offering it for free is a pretty amazing milestone. The goal really is to get as many people as possible experiencing Windows 10 through the free download.”
But the kids today don’t even appreciate free stuff, do they?
Credits:
Film: “Introducing Windows 10 – The future starts now” :60 and :30
Product: Windows 10
Client: Microsoft
Agency: m:united
Co-Chief Creative Officers: Sean Bryan, Tom Murphy
Executive Creative Director: Matt Bisher
Group Creative Directors: Susan Young, Daniela Vojta
Copywriter: Bobby Pearce
Creative Director (Copywriting): Todd Brown
Creative Director (Art Direction): Raphael Milczarek, Roberto Baibich, Roberto Santellana
Senior Art Director: Trinh Pham
Director of Creative Technology: David Cliff
Head of Integrated Production: Aaron Kovan
Director of Digital Production: Jeremy Adirim
Executive Producer: Carolyn Johnson
Producer: Rebecca Magner
Interactive Producer: Rick Segal, Sean Flanigan
President: John Dunleavy
Managing Director: Kevin Nelson
Group Account Director: Tina Galley, Jason Kolinsky
Account Director: Rosemary Calderone, Simon Kawaguchi
Account Supervisor: Greg Masiakos, Preston Wallis
Account Executive: David Mintz, Katelyn Burns
Project Management Director: Stella Warkman
Global Strategy Director: Michelle Kiely
Group Strategy Director: Todd Sussman
Strategy Director: Eldad Heilweil
Strategist: Priyanka Nigam
Production Company: Tool of North America
Director: Erich Joiner
Director of Photography: Bob Richardson
Managing Director Live Action/EP: Oliver Fuselier
Executive Producer Live Action: Lori Stonebraker
Line Producer: Joby Ochsner
Editors: NO6 LA, Chan Hatcher, Andrew Manne
Post Production: Method LA
Music:
“Tell the World” Eric Hutchinson
Media Agency:
EMT