Originality the beginning in first Microsoft Surface ad via Hero + McCann
Hero + McCann has released a new campaign for Microsoft Surface, Microsoft’s laptop and computer range, targeting university students.
The campaign resulted from a competitive three-agency pitch in September 2021 and features a ‘slashie’, someone who has multiple side hustles.
In one of the 30-second spots for the campaign, two people show how they use Microsoft Surface products to be creative. Morgan Hipworth, shown first, is a baker who is shown in a universe of baked goods and creating recipes. Felicity Notes is shown creating study notes for human anatomy by labelling a brain.
Microsoft Surface consumer category lead ANZ Drewe Letchford said: “The Microsoft Surface gives students the most innovative platform to unleash their creativity and celebrate their uniqueness. It empowers them with standout features such as intuitive and natural inking that moves with them, power and performance and long battery life for limitless creativity.
“Regardless of the student’s study area, we want to encourage students to surface their original. The Back to Uni campaign by HERO + McCann perfectly demonstrates the duality of our audiences’ originality.”
Hero + McCann chief creative officer Ben Coulson commented: “If you’re going to set out to do something original, it’s best you have the most original device on the market to help make it happen.”
The campaign launched 27 January and is on out-of-home (OOH), Facebook, Instagram, TikTok, Snapchat, and retail assets in Australia and New Zealand, and markets in Asia. It was directed by Pete Moore for Helium, post by VANDAL, stills by Tim Swallow via The Kitchen.
Credits:
Client: Microsoft
Creative Agency: HERO + McCann
Production Company: Helium
Production Company: VANDAL
Sound Studio: Gusto Studios
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