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.
Credits:
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 Craven, Cedric Giese, Scott Kaplan
Art Directors: Ron Villacarillo
Director of Creative Technology: David Cliff
Head of Integrated Production: Aaron Kovan
TV Producers: Craig Sklaver, Rebecca Magner
Account Team: John Dunleavy, Darla Price, Brett Chaloupka, Greg Masiakos, Justin Mersinger
Production Company: 1st Avenue Machine
Music
JSM Music:
Creative Director and Executive Producer: Joel Simon
Arrangers: Jordan Lieb/Joel Simon
Media Agency: EMT
VFX: Method