Hasta La Creative!

Microsoft is making a habit out of mocking Siri.

Apple’s personal assistant faces her Windows Phone rival, Cortana, in a new ad from M:United hawking the HTC One M8 smartphone. Cortana also sized up against the iPhone’s voice concierge in a commercial earlier this summer. That spot focused on how Siri was comparatively inept. Now, she is cast as a diva.

That probably rings true for anyone who’s ever wrestled with that functionality on an iOS device. Cortana, though, is at the disadvantage here of having to explain why she’s better, and what hardware she occupies. Everyone recognizes an iPhone and Siri—the whole concept stands on the competition’s shoulders.

At the same time, Apple bashing is a quick and easy way to get millions of YouTube views, as Samsung proved. So, it’s not surprising to see Microsoft try a similar strategy. Plus, it’s paying Apple back, in a small way, for all the knocks in the old “Get A Mac” campaign.

Though it is perhaps telling that this approach frames the battle primarily in terms of miniature faceless robots, instead of humans.

Credits below.

CREDITS
Client: Microsoft
Product: Windows Phones
Spot: HTC “Mirror/Sitting” M8
Agency: M:United
Global ECDs: Andy Azula, Con Williamson
Creative Director: Mike Lear
Copywriter: Cedric Giese
Art Director: Ron Villacarillo
Director of Creative Technology: David Cliff
TV Producer: Mel Senecal, Emilie Talermo
Strategy Team: Kevin Nelson, Michelle Kiely, Jeremy Davis, Lauren Curtis
Account Team: John Dunleavy, Darla Price, Melissa Trought, Reena Factor, Liam Mulcahy
Video Production: No6
Music:
“You Always Make Me Smile” – Kyle Andrews
“I Feel Pretty” – written by Leonard Bernstein and Stephen Sondheim, performed by Stingray Music
Media Agency: EMT
VFX: Method

Microsoft vents its inferiority complex with Apple yet again—by humiliating Siri—in this new spot from Crispin Porter + Bogusky, following a similar ad last month that got more than 5 million views on YouTube. The new spot compares Dell's XPS 10 tablet to the iPad. Microsoft is still smarting about the "Mac vs. PC" ads, to judge by the tone of these ads, which is a shame, because that Dell tablet looks cool enough to stand on its own. And if you think this is harsh, I wouldn't be surprised if future ads take potshots at the Sony Xperia after what happened at E3 this year.

Não sei vocês, mas confesso que nunca esperaria ver o Samuel Jackson em um comercial para a Apple. Primeiro porque, como sabemos, a Apple não precisa de estrelas para vender seus produtos (e talvez é aí que esteja o senso de humor no filme), e depois por ele ser o tipo de ator que te convence mais usando uma semi-automática do que um celular.

Mas, ainda assim, digo o seguinte: contratar esse cara e não deixá-lo falar nem ao menos um “motherfucker” para a Siri, é um tiro no pé.

Post originalmente publicado no Brainstorm #9
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A Apple continua gastando toda a sua verba publicitária para promover o Siri, a característica que realmente separa o iPhone 4S de todos os outros modelos.

O foco mais uma vez é no usuário, claro, mas é fácil notar o caráter educativo desses comerciais que demonstram o uso do assistete pessoal virtual na prática, apresentando experiências úteis que provavelmente poucos imaginam.

No primeiro filme, “Road Trip”, é até estranho quando exploram planos abertos – mesmo que pela exigência do roteiro – já que esse é um aspecto visual praticamente inexistente nas últimas campanhas da marca, que optam quase sempre pelo close nas mãos e rostos dos protagonistas.

A criação é da TBWA\Media Arts Lab

Post originalmente publicado no Brainstorm #9
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