Microsoft Bridges the Reindeer Language Gap in Holiday Ad

Microsoft Translator is equipped to translate over 60 languages. When paired with the Surface, users can fashion their tablet into an assistive device that can break down just about any communication barrier. Aside from the obvious, more practical benefits of having access to such technology, the idea of eliminating those hurdles takes on a certain magic during Christmas. Removing those linguistic blocks bring us one step closer to understanding each other, and there’s really no better time to celebrate that newfound common ground than the holidays. And for children, who so often just want a better understanding of the world around them, a chance to be heard and the freedom to seek that knowledge (one adorably invasive question at a time) are invaluable gifts. Microsoft's holiday campaign, created by McCann New York, introduces us to a curious 6-year-old named Lucy who watches as her mom communicates with great ease, despite the notable language barrier between herself and her Japanese-speaking clients. [kickout id="1"] When she later sees a pair of visiting reindeer wander onto the snowy lawn, Lucy quickly springs into action, grabbing the tablet just before heading outside to meet her newest hooved friends. Wonderstruck, she tests Microsoft Translator on the majestic creatures. Thankfully, one of the languages programmed into this particular version is North Pole Reindeer: Once she receives the affirmative, Lucy finds there is nothing in the way of her carrying out a friendly—and rapid—line of questioning. To be fair, we’d also like to know exactly what Santa does during the summer. As younger children become more adept to technology by the year, centering the software’s cross-generational appeal before the swell of gift-buying (and Black Friday madness) is ideal. The campaign will launch during the Macy’s Thanksgiving Day Parade and run through December across TV, cinema, digital and social channels. Credits: Microsoft Kathleen Hall – Corporate Vice President of Brand, Advertising and Research Deana Singleton – GM, Global Advertising Stacey Terrien – Director, Global Advertising Jenny Leahy – Director, Social and Media Partnerships Ron Schott – Senior Manager, Global Advertising Hannah Westing – Manager, Global Advertising Danielle Radcliffe – Manager Social Media Dawn Novak – Sr. Product Marketing Manager, Global Advertising m:united//McCann New York: Creative Sean Bryan – Co-Chief Creative Officer Tom Murphy – Co-Chief Creative Officer Shayne Millington – EVP, Executive Creative Director Michael Aimette – Executive Creative Director Rick Ardito – Creative Director Emmie Nostitz – Creative Director Edu Lunardi – Senior Art Director Hunter Pinnell – Copywriter Nick Larson – Senior Copywriter David Cliff – Director Creative Technology Alicia Foor – Creative Technologist Hiya Vazirani – Creative Technologist Business Leadership Kevin Nelson – Global Business Lead Tina Galley – EVP, Executive Account Director Rosemary Calderone – SVP, Executive Account Director Jeremy Miller, EVP, Global Chief Communications Officer, McCann Worldgroup Ellie Choi – Account Director Emily Swastek – Account Supervisor Production Carolyn Johnson – SVP, Head of Integrated Production Mel Senecal – VP, Senior Producer Nina Roussarie – Senior Producer Project Management Stella Warkman – SVP, Director of Project Management Lauren Kosche – Senior Project Manager Business Affairs Eric David Johnson – SVP, Executive Music Producer Jamie Jou – Music Business Manager Dan Gross – Music Producer David Halberstadt – Business Manager Strategy Joanna Schwab – EVP, Global Strategy Director Jordan Berger – Social Strategy Director Production: Hungry Man Hank Perlman– Director Kevin Byrne - Managing Partner/Executive Producer Martha E. Davis – Producer Editorial: Rock Paper Scissors, NY Damion Clayton – Editor Sebastian Zotoff – Assistant Editor Eve Kornblum – Managing Director Jenny Greenfield – Producer Post/VFX: MPC Matthew Loranger – Executive Producer Chris Connolly – VFX Producer VFX Supervisor/Flame Lead: Tim Crean 2D Team: Julien Aucouturier, Lawrence Merrill VFX Team: Jaswan Prasath, Sathish Chellappan, Shyam Babu, Yasasvini Vagampalli, Muruga T, Vishal Dark, Geetesh Tari Color House: MPC Ricky Gausis – Senior Colorist James Tillett – Senior Colorist Sasha Pace – Producer Music: JSM Music Joel Simon – CCO/COE/Co-Composer Jeff Fiorello – Executive Producer Jason Krebs – Co-Composer

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