It’s “My Idea”, as long as it’s American

Microsoft’s latest multi-million dollar global ad campaign pushing its new operating system, Windows 7, almost passed us by.  

Well, not the campaign itself, but did anyone notice which agency did the bulk of the creative work around the world?

US-based Crispin Porter + Bogusky was the lead agency for the “My Idea” campaign. The strategy behind it was to get Microsoft consumers around the world to front the ads and be “the voice of the product” they helped create.

The presumption by many would be that while CP+B had come up with the core creative idea, local agencies would have then been brought in to oversee the local adaptation of the ads.

Not so, it would appear. It seems the US agency flew in their own elite team of creatives to all the markets around the world that needed to film ‘local’ Microsoft consumers to star in the localised TVCs. So in Oz, Microsoft’s incumbent agency Wunderman was relegated to handling outdoor and digital, while CP+B took care of the TV ads.

Couldn’t Microsoft’s local agencies handle the challenge? First San-Francisco based Goodby Silverstein & Partners moves in on The Commonwealth Bank, now this?

And finally, has anyone actually seen the Australian executions? Yes clearly, they needed CP+B’s magic touch.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.