Tapping into kids’ insight is no new tactic, but who can fault an agency for once again asking wide-eyed young “visionaries” to inspire the future? Kids are so charmingly stuttering, so clearly genuine, that they bring a persuasive power to any cause. San Francisco’s twofifteenmccann’s latest work for Microsoft Advertising is no exception.
The agency debuted this film at Cannes last week. Backed by uplifting piano notes, a handful of children talk about their visions for technological innovation, including smart refrigerators (“…Pizza! It’d be like, ‘whooosh!’”) and virtual dressing rooms (for ninja outfits in particular). As each child recounts their vision, an animated prototype of the technology floats next to them.
As hopeful as this ad is, there inevitably comes a point when kids stop thinking quite so big, and instead adopt trademark adult cynicism. Let’s hope Microsoft Advertising really can activate child-like wonder and imagination as they do their work. Many of these kids’ ideas are already on their way—what will they (adults and children) think of next?
Credits after the jump.
Agency: twofifteenmccann
Chief Creative Officer: Scott Duchon
Associate Creative Director: Tim Stier
Senior Copywriter: Quentin Shuldiner
Director of Integrated Production: Tom Wright
Senior Producer: Mai Huynh
Associate Producer: Katie Mitchell
Account Director: Zach Rubin
Account Executive: Lauren Mizrahi
Business Affairs Director: MaryBeth Barney
Production Company: BobIndustries
Director: Harry Cocciolo
Executive Producers: T.K. Knowles, John O’Grady, Chuck Ryant
Line Producer: Melissa Murphy
DP: Jim Frohna
Editorial Company: Beast Editorial
Editor: Doug Walker
Editorial Assistant: Blake Bogosian
Editorial Executive Producer: Jon Ettinger
Color: Beast Editorial
Colorist: Dave Burghardt
Music: Original Music by Human
Mix: M Squared Productions
Mixer: Mark Pitchford
Audio Producer: Oyuki Lopez
Infographics: Lifelong Friendship Society
Executive Producer: Dan Sormani
Producer: Brandon Del Nero