Microsoft Tries to Give Away Its Operating System

By Patrick Coffee 

Microsoft, which left Razorfish behind in April 2014 to side with IPG and Dentsu for creative and media planning, released a new campaign for its Windows 10 OS yesterday.

The work marks a departure for the tech giant in more than one way: for the first time, Windows will not charge customers to upgrade to the newest version of its operating system.

See these new ads, then, as part of Microsoft’s attempt to compete more directly with Google and Apple. Its tagline claims that the newest, shiniest version of Windows represents “a more human way to use the web.”

The first and biggest ad in the campaign (which was created by McCann’s MS division M:United) tells us that the future is now. Like, right now:

For the record, we’re pretty sure those kids WILL have to worry about information security in the future no matter what Microsoft does.

As noted by The Verge and various other outlets, these ads hew closer to the Apple model in selling big concepts rather than “bogging viewers down with the ‘boring’ details behind the product.”

That may be why we’re so skeptical of Microsoft’s superior security claims. FWIW, Ethan Hawke also tells us that Windows 10 can be your blackboard, your mailbox, and your personal Joan Holloway:
Microsoft’s corporate vp of global advertising and media Kathleen Hall tells our Adweek colleagues that “Offering it for free is a pretty amazing milestone. The goal really is to get as many people as possible experiencing Windows 10 through the free download.”

But the kids today don’t even appreciate free stuff, do they?


Film: “Introducing Windows 10 – The future starts now” :60 and :30

Product: Windows 10

Client: Microsoft

Agency: m:united


Co-Chief Creative Officers: Sean Bryan, Tom Murphy

Executive Creative Director: Matt Bisher

Group Creative Directors: Susan Young, Daniela Vojta

Copywriter: Bobby Pearce

Creative Director (Copywriting): Todd Brown

Creative Director (Art Direction): Raphael Milczarek, Roberto Baibich, Roberto Santellana

Senior Art Director: Trinh Pham

Director of Creative Technology: David Cliff

Head of Integrated Production: Aaron Kovan

Director of Digital Production: Jeremy Adirim

Executive Producer: Carolyn Johnson

Producer: Rebecca Magner

Interactive Producer: Rick Segal, Sean Flanigan

President: John Dunleavy

Managing Director: Kevin Nelson

Group Account Director: Tina Galley, Jason Kolinsky

Account Director: Rosemary Calderone, Simon Kawaguchi

Account Supervisor: Greg Masiakos, Preston Wallis

Account Executive: David Mintz, Katelyn Burns

Project Management Director: Stella Warkman

Global Strategy Director: Michelle Kiely

Group Strategy Director: Todd Sussman

Strategy Director: Eldad Heilweil

Strategist: Priyanka Nigam

Production Company: Tool of North America

Director: Erich Joiner

Director of Photography: Bob Richardson

Managing Director Live Action/EP: Oliver Fuselier

Executive Producer Live Action: Lori Stonebraker

Line Producer: Joby Ochsner

Editors: NO6 LA, Chan Hatcher, Andrew Manne

Post Production: Method LA



“Tell the World” Eric Hutchinson

Media Agency: