m:united Breaks Out the Carols in ‘Winter Wonderland’ for Microsoft’s Surface Pro 3

By Erik Oster 

m:united has launched a new holiday spot for Microsoft’s Surface Pro 3, entitled “Winter Wonderland.”

As you might have guessed from the title, the 30-second spot makes use of the carol of the same name. And as you might have guessed from recent Surface Pro 3 ads, the spot is based on a minimalist comparison with Apple’s MacBook Air, visually limited to the computers in question and two pairs of arms. “My Mac is great, it’s so delightful,” begins the ad, with a reworking of the holiday carol sung in a somewhat grating voice. “So’s my Surface, it’s just as powerful,” answers a chorus, as the ad then goes on to list the features that make the Surface Pro 3 superior: the touch screen, digital pen, kickstand and detachable keyboard. By the end of the spot, the Mac booster is ready to make the switch to the Surface Pro. Somehow we don’t think most Mac fans will be quite so easy to convert. 



Film: “Winter Wonderland”


Product: Microsoft Surface Pro 3


Client: Microsoft


Agency: m:united

Co-Chief Creative Officers: Andy Azula, John Mescall

Executive Creative Director: Mat Bisher

Copy Writers: Michael CravenCedric Giese, Scott Kaplan

Art Directors: Ron Villacarillo

Director of Creative Technology: David Cliff

Head of Integrated Production: Aaron Kovan

TV Producers: Craig SklaverRebecca Magner

Account Team: John Dunleavy, Darla Price, Brett Chaloupka, Greg Masiakos, Justin Mersinger


Production Company: 1st Avenue Machine

Director: Aaron Duffy
Director: Tomi Dieguez
EP/Partner: Sam Penfield
EP: Garrett Braren
Producer: Jil Hardin
Production Supervisor: Matt Drumm
Commercial Coordinator: Jasmine Blackmon 
DP: Khalid Mohtaseb 
Production Designer: Robb Buono
On-Set Editor: Gerald Mark Soto
Director’s Assistant: Edward Choi 


JSM Music:

Creative Director and Executive Producer: Joel Simon

Arrangers: Jordan Lieb/Joel Simon

Media Agency: EMT

VFX: Method