While Apple and Microsoft sling mud at each other, a Tufted Titmouse befriends their fans.

Edward is a Tufted Titmouse who’s cruising through life. He’s the person we all want to be – doing it all with ease. His creators, creative agency Superheroes, remembered why we all started buying notebooks and tablets in the first place. It wasn’t so we could have a screen we could write on or a real keyboard to type on. It was so we could do it all ‘on the fly’.

Superheroes is the new agency for Asus. That’s good for Asus. The agency knows that it’s always about what’s in it for the audience. Edward the cheeky Tufted Titmouse wins hearts and minds.

This is SuperHeroes’ first work for ASUS since winning the business on a global scale. It is also the first campaign to launch from the Amsterdam agency’s new SuperHeroes NY Inc. outpost.

Rogier Vijverberg, executive creative director of SuperHeroes, noted, “Modern working may be something people like to bore their friends about, but bring birds with arms into the picture and suddenly you have their full attention.”

“Casting birds that actually had arms was a challenge, but once done, we found most of them remarkably open to direction and very patient,” Andrew Watson of production company, Minivegas added.

The campaign is being launched in the lead up to Christmas giving. The global #onthefly campaign will include three online films, TVC, cinema, online display, a What Bird Are You Facebook game and social media.

Creative credits

Agency: SuperHeroes

Executive creative director: Rogier Vijverberg

Copywriters: Elliot Stewart Franzen & Dimitri Hekimian

Art Director: Quentin Deronzier

Designers: Nando Pawirodikromo & Krister Lima

Production and post production company: Minivegas

Directors: Andrew Watson & Maarten Boon

Scriptwriter: Andrew Watson

Executive Producer: Brian Bourke

Sound Design: Kaiser Sound