In CP+B’s new Roman Coppola-directed spot for Microsoft, sweet children sing in asparagus suits while their parents frantically capture every moment using their iPhones and Androids. A brawl ensues, with parents fighting for the perfect panorama, jostling one another to avoid phone photobombing, and climbing into the ceiling pipes for the ideal aerial shot. Of course, the couple with a Nokia Lumia 1020 sits calmly in the back with their superior cameraphone, knowing they got a great photo of their daughter dressed as a carrot.
This spot is in line with Microsoft’s last video, “The Wedding,” where the same scene occurs, but at a church. Both ads end, “Don’t fight. Switch.” Considering photo sharing has become one of the most important parts of owning a phone, it’s not a bad idea. Ad-wise, this spot is a great portrait of modern day life. If only an unintelligible child vegetable chorus could always soundtrack petty adult hysteria.
Credits after the jump.
FORMAL CLIENT NAME:
WORLDWIDE CHIEF CREATIVE OFFICER: Rob Reilly
EXECUTIVE CREATIVE DIRECTOR:
ASSOCIATE CREATIVE DIRECTORS: Paul Sincoff, Kyle Jones
INTEGRATED HEAD OF VIDEO:
EXECUTIVE INTEGRATED PRODUCER Sloan Schroeder
SENIOR INTEGRATED PRODDUCER:
PRODUCTION COMPANY & CITY:
EXECUTIVE PRODUCER (PRODUCTION CO): Lisa Margulis, Elizabeth Minzes
PRODUCER (PRODUCTION CO):
DIRECTOR OF PHOTOGRAPHY:
POST PRODUCTION & CITY:
VISUAL EFFECTS COMPANY & CITY: Method, Santa Monica
JR. MUSIC PRODUCER:
SOUND DESIGN COMPANY & CITY: