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Microsoft will anchor its estimated $200 million campaign for Windows XP with the tag “Yes you can,” and the Madonna song “Ray of Light.” The company is attempting to go against the grain with upbeat, optimistic creative.
The effort breaks next week.
The campaign, via McCann-Erickson Worldwide, San Francisco and New York, aims to illustrate the plug and play features of Windows XP, available at retail stores on Oct. 25. Print creative shows everyday situations like the sending of digital photos via e-mail against a blue sky and green grass, which is the default screen background for XP.
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