This spot takes us to a future world in which kids won’t see some amazing computing/communications advances as all that extraordinary–these progressive breakthroughs by today’s standards will merely be a part of everyday life. You’ll be able to unlock a computer with a smile, scribble on the Internet, share ideas, not have to worry about technology but embrace it.
Directed by Erich Joiner of Tool, this commercial–“Introducing Windows 10–The future starts now”–is the centerpiece of a new Windows 10 campaign, “a more human way to do,” voiced by Ethan Hawke and embodying a worldview in which people from all walks of life, from a rural child in a developing nation to a city kid in New York, have access to great technology that helps them unlock their potential. Windows 10 is here to make sure no one is limited in what they want to do.
Agency is m:united.
Credits
Client Microsoft/Windows 10 Agency m:united Sean Bryan, Tom Murphy, co-chief creative officers; Matt Bisher, executive creative director; Susan Young, Daniela Vojta, group creative directors; Bobby Pearce, copywriter; Todd Brown, creative director (copywriting); Raphael Milczarek, Roberto Baibich, Roberto Santellana, creative directors (art direction); Trinh Pham, sr. art director; David Cliff, director of creative technology; Aaron Kovan, head of integrated production; Jeremy Adirim, director of digital production; Carolyn Johnson, executive producer; Rebecca Magner, producer; Rick Segal Sean Flanigan, interactive producers. Production Tool of North America Erich Joiner, director; Bob Richardson, DP; Oliver Fuselier, managing director live action/EP; Lori Stonebraker, executive producer live action; Joby Ochsner, line producer. Editorial NO6 LA Chan Hatcher, Andrew Manne, editors. Postproduction Method LA Music “Tell the World” Eric Hutchinson.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
