A personal pet peeve of mine is the popular advertising trope of making children act like adults or adults act like children in order to make a point or flog a product. It's been done to death and kids are just so much more appealing when they're actually allowed to be kids. That's why I was so taken with the new campaign for the soon-to-be-released Windows 10 operating system from Microsoft, which is quite literally bursting with babies. Adorable babies at that!
This simple, but effective new campaign for Windows 10 comes from McCann's dedicated Microsoft division m:united
Introducing Windows 10
The simple, but effective campaign from the dedicated Microsoft division of McCann, m:united, is voiced by Hollywood's own Ethan Hawke, and is framed by a series of spots directed by Tool of North America's Erich Joiner. The idea behind the campaign is to literally put a human face behind the OS, in a manner that reflects the new tagline “A more human way to do.” It embodies a worldview that all people, regardless of class, creed or colour, should have access to great technology that helps them unlock their potential.
The idea behind the campaign is to literally put a human face behind the OS, in a manner that reflects the new “A more human way to do” tagline
Windows 10 – Your Own Personal Assistant
It's true that future generations will grow up with a different relationship to technology than we ever had. Indeed, the proof is all around us: I was on the train the other day and quite clearly heard a child who must have been no older than 4 complaining to her father about the lack of a stable Wi-Fi connection. Windows 10 aims to utilise the fact that younger kids than ever before are having a relationship with technology, by implementing features such as the ability to unlock a computer with a smile or share scribbles on the Internet with ease. The campaign reflects this by telling us how today's babies will be tomorrow's technological wizards. It all elegantly ties into the brand positioning that Windows 10 provides a more human way to learn, connect and live.
The campaign was filmed all over the world in order to capture human moments across many different ways of life
Windows 10 – A More Human Way To Use The Web
The campaign itself was filmed all over the world in order to capture human moments across many different ways of life in Morocco, Iceland, the UK, Thailand, Namibia and the US. The campaign launched on Monday, July 20th in the US and will launch in the UK, France, Germany, Japan and Australia on Wednesday July 29th. The campaign includes broadcast, online video, print, static and digital outdoor, online advertising static and rich banners, social and a campaign landing experience.
The new OS has been getting rave reviews so far from the tech community, with many wondering if it could even tempt back those of us who “Went Mac”
Windows 10 – Log In With A Smile
The campaign arrives at an interesting time for Microsoft, who decided that Windows 8 was such a monumental failure, they'd skip Windows 9 altogether and go straight for Windows 10! The new OS has been getting rave reviews so far from the tech community, with many wondering if it could even tempt back those of us who “Went Mac” a few years ago and never looked back. The idea is that Windows 10 is an operating system that adapts to the user instead of the other way around. Microsoft are hoping it will usher in a new era that is respectful of the natural ways we behave today and bends to us. In other words they noted the backlash thrown at the notoriously user un-friendly Windows 8 and made every effort to make sure they didn't make the same mistakes this time around. One week from today (July 29) we'll all be able to decide for ourselves whether or not they've made the right decision, as Windows 10 makes its global debut with a free upgrade for all Windows 7 and Windows 8.1 users. Frankly, I'm tempted to abandon OSX for a week or so and see what all the fuss is about, will you be joining me?
Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK.
