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.
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