After releasing commercials for
Windows 8 and the upcoming
Surface tablet, Microsoft is taking the Windows 8 advertising campaign for a global spin by launching 4 new commercials across 42 countries.
The campaign will include television commercials along with print ads, banner ads online, outdoor posters and branded-entertainment elements that will spill on into the New Year.
Centred around the "Windows Reimagined theme", the common factor in all the ads is the adoption of music, which seems to be the key highlight of the campaign, the
Windows blog mentioned.
Music, the universal language, is at the heart of this campaign, highlighting a variety of indie and up and coming bands across the globe, such as Best Coast in the U.S, Lenka in China and Hogarth in Brazil. Regardless of country or language, the music universally is upbeat, positive and encouraging self-expression and experience. We believe that Windows is an open and inclusive brand--empowering-- and we wanted the music, language and cultural references to represent that spirit.
The ads are a combined effort of advertising agencies Crispin, Porter and Bogusky in the U.S. and JWT Brazil and China leading the creative development in China and Latin America.
Titled Windows 8: best Coast, Windows 8: Parkour, Windows 8: You and Me Together and Windows 8: Party, each of the 30 second spots focus on some of the features of Microsoft's latest OS. Two of them also showcase the OS running on a Windows 8-enabled tablet, ultra book and an All-in-One.
The commercials have been created keeping in mind the cultural heritage of every region and what best describes people in those regions. The ad created for Asia and South East Asia highlights the balance of work and play, thus mentioning that with Windows 8 you can "Work, Play, Together".
JWT China tried to incorporate an element of personalisation as depicted in their ad titled 'Parkour'. Polly Chu, Chief Creative at JWT China explains, "In Asia, Parkour--urban running-- is incredibly popular and an expression of freedom as well as individualism. It was the perfect expression of Windows."
The blog goes on to invite those in New York on October 25-27 for a hands-on demo of Windows 8 on the ground in Times Square, which will be featured on over 39 digital boards in the area.
Microsoft is hosting an event on
October 26, where it will be unveiling the Windows 8 OS and more details of its first Surface tablet. Three days later, the company is scheduled to host an event where it will be showcasing Windows Phone 8.