Microsoft 10 launched in Australia, the US, UK, France, Japan, and Germany on July 20, and globally on July 29, with five ads – each with marginal differences, but all focused on the tomorrow of those who are very small children now.
The theme for all of them is, the future starts now, and the tagline is a more human way to do.
In Brazil, agency WMcCann has done something different. Children remain the focus, but Brazil’s Microsoft children are older and we’re not imagining their future, they are creating a mother’s past – her childhood dream of having a tree that dispenses ice cream.
McCann’s tagline is, When did you stop believing in your dreams?
The ad gives Microsoft the opportunity to show off some features, like the Edge browser, which allows users to write notes on the screen and share them via e-mail or OneDrive.
The 90 second commercial is on air on the brand’s channel. There’s a 30 second cut down as well.
Creative credits:
Creative agency: WMcCann
Planners: Giulia Queiroz & Pedro Carvalho
Creatives: Francisco Oliveira, Gustavo Cavinato & João Pires
Creative director: Eiji Kozaka & Marcelo Conde
Creative: (VP) Guime Davidson
Chief creative officer: Washington Olivetto
Head of production: Marcelo Hack
Production company: BossaNovaFilms
Director/DoP: Vitor Amati
Executive producer: Edu Tibiriça
Music production: A9 Audio
