Microsoft Wants You and Your Incredible Hovercraft to Switch to Email

High-energy launch from Deutsch

Whoa, the personal hovercraft in this new ad for Microsoft's souped-up email service is awesome! Look at it go—va-room! The spot, from Deutsch in New York, works hard to succinctly present Outlook's suite of features, like social-network integration and the ability to sweep extraneous missives (like ads?) from one's inbox. And Microsoft certainly has an ambitious agenda for—it's gone from zero to 60 million users in six months, and the company says it's "ready to scale to a billion people." (Hotmail users can switch instantaneously.) Yet there's an element of overreaching at play here. Even with all these bells and whistles, we're ultimately talking about email here—as much as it wants to be, it's not the digital hub of most people's lives. It reminds me of last year's high-concept U.K. commercial for Google+, which suggested people would share and store every element of their earthly existence there, when we all know that, at best, they just Hangout there occasionally. The extras are nice, but ultimately it's a messaging system, and if that functionality works, that's really all anyone cares about. Will it siphon users from Gmail? Only if it comes with that hovercraft. Credits below.


Agency: Deutsch, New York

Partner, Chief Creative Officer: Greg DiNoto

Group Creative Director: Paul Kekalos

Associate Creative Directors: Luke Hughett, Sean Lee

Senior Copywriter: Lee Tone

Interactive Art Director: Roxy Feldman

Senior Vice President, Director of Broadcast Production: Joe Calabrese

Senior Producer: Jenny Hile

Client: Microsoft

Senior Director, Product Management, Marketing: Dharmesh Mehta

Production Company: Anonymous Content

Director: Malcolm Venville

Director of Photography: Paul Cameron

Executive Producer: Eric Stern

Line Producer: John Benet

Assistant Director: Bob Wagner

Editorial: PS 260

Editors: J.J. Lask, Maury Loeb

Assistant Editors): Colin Edelman, Matt Posey

Senior Producer: Laura Patterson

Executive Producer: Zarina Mak

Color Correction Facility: Nice Shoes

Colorist: Chris Ryan

Online Facility: Absolute Post

Online Editor: Morgane Furio

Visual Effects Company: 8VFX

Musician: Macklemore

Song: "Can't Hold Us"

Music, Licensed Music Tracks:

Composers: Ben Haggerty, Ryan Lewis

Author (Lyrics): Ben Haggerty

Producer: Ryan Lewis

Audio Post Company: Sound Lounge

Engineer: Tom Jacarone

Shoot Location: Los Angeles

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@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.