Microsoft’s new global campaign through Wieden and Kennedy breaks this
week with a series of five commercials illustrating the software giant’s
capabilities in the fields of education, the Internet and office work.
The commercials show the actual Microsoft software products, as well as
real Internet content, and are set against a wide variety of music,
which ranges from the contemporary dance music of the Chemical Brothers
to the Theme from Paganini, recorded by the Seattle Symphony Orchestra.
A variety of creative teams and individuals came up with the different
executions. The creative directors, Bob Moore and Michael Prieve, worked
with Tina Hall, Anthony Sperduti, Chris Shipman and Janet Champ.
Creative work was done by Wieden and Kennedy’s Amsterdam headquarters,
with assistance from its offices in Paris, Milan and Barcelona. The
agency is currently looking into setting up another office in Frankfurt.
The new ads retain the endline, ‘Where do you want to go today?’. Each
of the five executions starts with a different declaration about the
software, accompanied by an arrow clicking on the familiar ‘start’ logo
that was used in the Windows 95 campaign last year.
Microsoft is hailed as ‘the doer of donkey work’ in an execution, which
darts between screens full of rapidly changing numbers and a patchwork
of colourful graphs and pie charts.
Another ad announces that Microsoft ‘helps you talk on the Internet’ and
prints a developing conversation as well as a moving picture of a woman
declaring: ‘I love you.’
Microsoft is also billed as ‘a shortcut to the Internet’ and a tool to
‘help you hunt for stuff on the Internet’. A search on the word ‘bird’
results in a beautiful range of moving pictures and ends with a
The ‘Microsoft helps you learn’ execution is set against the well-known
tune, Wonderful World, and shows images from a computer screen. They
include moving insets of the Berlin Wall being demolished; Winston
Churchill giving his ‘our finest hour’ speech; the first manned lunar
landing, accompanied by the ‘one small step for man’ voiceover; and a
CIA International is handling media in the US, Australia, Canada, Japan,
France, Germany and the UK.