m:united, Cortana Wish You a Happy Valentine’s Day for Microsoft

By Erik Oster 

m:united launched a Valentine’s Day campaign for Microsoft, focusing on users’ relationships with virtual assistant Cortana.

“Breaking up is hard…but one day I just had enough,” begins the man in “Breaking Up.” As the camera pans out we see that his face is actually on a Lumia 635 screen and as he continues talking it becomes clear that the “breakup” he’s referring to is with the iPhone’s Siri, and the “someone new” he gushes about is Microsoft’s Cortana.


“New Love” takes a similar approach, with a woman talking about telling her parents how she isn’t like everyone else and “met someone who brings out the best in me.” (“Honey, we know you were never an iPhone girl,” her father responds.)

The tongue-in-cheek approach, while a bit on the obvious side, finds an appropriately jokey tone for Valenine’s Day (at Siri’s expense). While these ads won’t make anyone laugh out loud, they do play on audience expectation, and the way they gradually pan out to show that the entire ad takes place on the Lumia 635 is a clever way to integrate the product. We just wonder how Siri is taking all of this.


Client: Microsoft

Agency: m:united

Co-Chief Creative Officers: Andy Azula John Mescall

Executive Creative Director: Yo Umeda

Senior Copy Writer: Thom Woodley

Senior Art Director: Trinh Pham

Director of Creative Technology: David Cliff

Head of Integrated Production: Aaron Kovan

Executive Producer: Carolyn Johnson

Junior Producer: Monique Fitzpatrick

Managing Director: Kevin Nelson

EVP Group Account Director: Tina Galley

SVP Group Account Directors: Darla Price, Jason Kolinsky

Account Director: Melissa Trought

Account Supervisor: Greg Masiakos

Assistant Account Executive: Emily Glaser

Project Managment: Stella Warkman

Production & Post-Production: CRAFT

Director of Photography: Larry Kapit

Editors: Nate Troester Carlos Hernandez

Music: “Big Top Polka” Erin Gemsa

Media Agency: EMT