m:united Seeks to Inspire for Windows 10

By Erik Oster 

m:united launched the second phase of its new campaign for Windows 10 with the 60-second spot, “The One.”

The agency’s anthem ad for the brand opens with the line, “Who knows? One of these kids just might be the one,” before listing off possibilities like cleaning the oceans, leading a country and writing the next masterpiece. The voiceover is matched with footage from children from around the world, shot in Thailand, New York City, Iceland, Morocco, and Namibia, by director Erich Joiner, adding midway through the spot that “one of these kids is going to change the world.” It’s meant to illustrate the new operating system as human-first, giving these children the tools they need to succeed. It’s a nice sentiment, but ultimately the spot is too generic to leave much of an impression. Even though it shows the product in use towards its conclusion the feel-good anthem approach lacks clear brand distinction and many viewers will likely forget the association with the brand, or tune out the ad well before it makes the connection clear. 

The campaign rolled out in the U.S., U.K,, France, Germany, Japan and Australia this week, with support from online, social, print, static and digital outdoor elements. A campaign landing page will roll out over the next couple of weeks. 

Agency: m:united
Co-Chief Creative Officers:  Sean Bryan, Tom Murphy
Executive Creative Director: Matt McKay, Priti Kapur
Senior Art Director: Trinh Pham, Christina Ta
Director of Creative Technology: David Cliff
Creative Technology: John Ozbay
Head of Integrated Production: Aaron Kovan
Senior Producer: Erin Jackson
Producer: Mel Senecal
President: John Dunleavy
Managing Director: Kevin Nelson
Group Account Director: Tina Galley
Account Director: Rosemary Calderone
Account Supervisor: Greg Masiakos
Account Executive: David Mintz
Project Management Director: Stella Warkman
Project Manager: Joshua Lopez
Global Strategy Director: Michelle Kiely
Group Strategy Director: Todd Sussman
Strategist: Priyanka Nigam

Production Company: TOOL
Director: Erich Joiner
Director of Photography: Bob Richardson
Managing Director Live Action/EP: Oliver Fuselier
Executive Producer Live Action: Lori Stonebraker
Line Producer: Jody Ochner

Edit: NO6 LA
Editor: Chan Hatcher
Post Production: Method LA
Music: “I Know It’s True” Ben Talmi
Media Agency: EMT