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Microsoft introduced its Windows 7 smartphone today with an ad campaign from Crispin Porter + Bogusky that pokes fun at the obsessive use of (presumably rival) cellphones.
In a broader sense, the work positions the new device as the antidote to time-sucking technology, allowing users to concentrate less attention and energy on their phones and more on living their lives.
The campaign features the tagline “Be here now,” and kicks off with a 60-second commercial that shows people around the world unable to disconnect from their mobile devices in all sorts of situations, from sitting on the beach to taking a shower.
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