m:united//McCann, Microsoft Sing Song of Peace to Biggest Competitor

By Erik Oster Comment

Instead of a competitive pitch about why Microsoft has the perfect gift or a highly-scripted sentimental scene, m:united//McCann took a slightly different approach for Microsoft this holiday season, extending an olive brand to the brand’s fiercest competitor.

On November 16, a group of 37 Microsoft employees from around the country gathered at the company’s midtown New York location and,joined by members of a Harlem youth choir, walked to competitor Apple’s flagship location on 5th avenue to sing Jill Jackson Miller’s “Let There Be Peace On Earth.” Apple employees even joined in by the conclusion of the performance. On the surface, it’s a nice suspension of brand feuding to champion peace for the holiday season, which is certainly a nice message. Of course, the entire performance was taped for a 60-second ad, which appeared online today and will make its broadcast debut on Thursday, playing throughout the holiday season. Whether it is viewed as a pure gesture of goodwill, or designed as a covert one-up of its competitor (since Microsoft can claim a type of moral high ground for having staged the effort) may depend on your point of view.

Credits:

Agency team: m:united//McCann
Sean Bryan and Tom Purphy, Co-Chief Creative Officers
David Banta, Executive Creative Director
Lew Willig, Executive Creative Director
Roberto Baibich, Creative Director, Art
David Cliff, Director of Creative Technology
Christina Ta, Senior Art Director
Nickie Thongton, Art Director
Brett Barnett, Copywriter
Chauncey Hollingsworth, Senior Copywriter
Elina Rudkovskaya, Jr Copywriter
Scott Barrows, Jr Copywriter
Joo Kong, Jr Art Director
Production: Aaron Kovan, Director of Integrated Production
Carolyn Johnson, Executive Producer
Mel Senecal, Producer
Monique Fitzpatrick, Junior Producer
Rick Segal, Interactive Producer
Eric Johnson, Executive Music Producer
Strategy: Eldad Heilweil, Strategy Director
Ryan Duffy, Senior Digital Strategist
Account: Kevin Nelson, Managing Director
Tina Galley, Group Account Director
Darla Price, Group Account Director
Philip Chan, Global Implementation Director
Anderson Diaz, Group Implementation Director
Stella Warkman, Project Management Director
Sarah Keiber, Group Account Director
Courtney LeBlanc, Account Supervisor

Microsoft Team:
Kathleen Hall, CVP Global Advertising
Kate Murphy, Senior Director Marketing Communications
Deana Singleton, GM, Global Advertising
Carol Hutchinson, Director – Global Marketing
Erin Friedman, Director – Global Advertising
Jenny Leahy, Group Marketing Manager
Ron Schott, Senior Marketing Communications Manager

Director Team: Tool of North America
Erich Joiner, Director
Oliver Fuselier, Managing Director – live action/EP
Lori Stonebraker, Executive Producer
Lindsay Skutch, Line Producer

Music Team: JSM Music
Joel Simon, Music Director
Doug Katsaros, Composer/choir director

Editorial Team: Rock Paper Scissors
Eve Kornblum, Executive Producer
Charlyn Derrick, Post Producer
Damion Clayton, Editor

 

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