M:United Takes on Apple for Surface Pro 3

By Erik Oster 

M:United has a new campaign for Microsoft’s Surface Pro 3 which takes square aim at Apple’s MacBook Air.

Each of the three spots in the campaign focuses on comparing the Surface Pro 3 with its Apple-made competitor, in an attempt to prove the tablet/laptop’s superiority and sway potential customers to go with Microsoft. In “Crowded” (featured above) for example, an Apple fan is forced to carry around a laptop, tablet, pen and notepad, in order to compete with his boastful Surface Pro pal. “Head to Head” is a simple comparison of features and capabilities, highlighting the MacBook Air’s shortcomings (of course); while “Power” sees a smug Apple user changing his tune.


It’s a simple approach, as each add focuses on computer screens, with their users mostly out of sight. But the spots do offer some pretty persuasive arguments for the Surface Pro 3’s capabilities, probably enough to sway undecided consumers but not to change the allegiance of Apple loyalists. Stick around for credits and two more spots after the jump.


Product: Microsoft Surface Pro 3

Client: Microsoft

Global ECDs: Andy Azula, Con Williamson

Copy Writers: Mike Lear, Michael Craven, Cedric Giese

Art Director: Steve Sage

Director of Creative Technology: David Cliff

Design Director: Brian Magner

TV Producers: John McAdorey, Alex Scheer-Payne

Account Team: John Dunleavy, Liz Toms, Brett Chaloupka, Greg Masiakos

Video Production: Arcade

Director: Matt Piedmont


Music: “Unplug” – MoZella (“Power”)

“My Own Two Feet” – Zachary Kibbee (“Crowded”)

“I Am The Best” – 2NE1 (“Head to Head”)

Media Agency: EMT

VFX: Method