Creative Brief - Natural Endurance

Smartphones have changed how we interact with one another. As a society, we’ve become addicted to our phones and the way they can help us stay connected — but as a result, we’re spending more time heads-down with our phones, to the point that we become unaware of what’s happening around us.

Watch Windows Phone 7 Ad

I decided to critique this ad because the first time I saw it I could envision numerous people in my life that I could easily insert into this ad and thought that many others would feel the same. Microsoft agrees, "the campaign is built on a consumer insight that we believe will really resonate with people: as a society we’re spending more time heads-down with our phones than we are interacting with the people we’re sitting right in front of. When people see the ads for the first time, it’s amazing how much self-recognition there is — that sense of “I have totally done that.”

The take away of this ad, according to Todd Peters, corporate vice president of Microsoft’s Mobile Communications Marketing Group, is, “You’re not a bad person. We just think you have a poorly designed phone. Now take a look, consider us, and we’ll show you how we’re different.”

Is this ad...?

• Simple - This ad is fairly simple, composed of short common life segments featuring the protagonist in each scene using a smartphone oblivious to his or her surroundings.
• Memorable & Impactful - When people see the ads for the first time, it’s amazing how much self-recognition there is — that sense of “I have totally done that.”
• Interesting & Relevant - as Microsoft states, "We love smartphones, and as a culture we love smartphones. But for all their success, Microsoft thinks there is a better smartphone experience. We noticed people going through their day with their heads down, constantly opening and closing applications, sorting, texting and searching for things."
• Linked to the Brand - Yes, the visual of a smartphones is featured throughout the ad, with the message that the Windows smart design will help people get information faster and easier shown at the end.
• Emotionally involved & liked - I don't know anyone with a smartphone who will see these ads and not recognize a behavior in themselves or someone they know. We see this commentary as becoming very mainstream, seeing how smartphones have changed how we interact with one another.

What principles guided the campaign?

1. First off, the smartphone marketplace is cluttered, so it was critical that they tie the campaign to what we think of as the unique value proposition of Windows Phone 7.
2. Secondly, the campaign had to break through the clutter and be different from any kind of advertising in the smartphone category.
3. Finally, it had to connect with people on an emotional level.

In conclusion, this consumer advertising uses humor and irony to play on the social need of a sense of belonging and is directed at Generation X, Generation Y but mostly Boomers.

Well done Microsoft!