Holiday marketing campaigns have concentrated for years on competitive messages designed to sway buyers toward their products and services. But this year, Microsoft has taken a different approach. On November 16, 2015 a group of 37 Microsoft Employees from around the country gathered in New York City at the company’s new flagship store with the intent to sing a song of peace to the world. New to NYC, they took a walk in the neighborhood and sang it in front of the Apple flagship store on 5th Avenue.
The Microsoft chorus was chosen from hundreds of auditions from around the country. These Microsoft team members – along with members of a Harlem youth choir – assembled at sunset on the plaza outside the Apple store and surprised a large crowd of shoppers, tourists and passers-by with a beautiful rendition of Jill Jackson Miller’s iconic song, “Let There Be Peace On Earth.” Several Apple employees joined the Microsoft team in a celebration of unity and good cheer at the song’s conclusion. It was a fitting welcome to the neighborhood by Apple and a warm celebration to begin the holiday season.
The performance and celebration was filmed and will be made into a national television commercial as well as be distributed through Microsoft’s social and digital media channels and will play throughout the holiday season.
JSM Music’s Joel Simon and Doug Katsaros served as music director/CCO and choir director, respectively.
Tool of North America’s Erich Joiner directed.
CreditsClient Microsoft Agency m:united//McCann Sean Bryan, Tom Murphy, co-chief creative officers; David Banta, Lew Willig, executive creative directors; Roberto Baibich, creative director, art; David Cliff, director of creative technology; Nickie Thongton, art director; Brett Barnett, copywriter; Chauncey Hollingsworth, sr. copywriter; Christina Ta, sr. art director; Elina Rudkovskaya, Scott Barrows, jr. copywriters; Joo Kong, jr. art director; Aaron Kovan, director of integrated production; Carolyn Johnson, exec producer; Mel Senecal, producer; Moniique Fitzpatrick, jr. producer; Rick Segal, interactive producer; Eric Johnson, executive music producer; Eldad Heilweil, strategy director; Ryan Duffy, sr. digital strategist Production Tool of North America Erich Joiner, director; Oliver Fuselier, managing director-live action/EP; Lori Stonebraker, exec producer; Lindsay Skutch, line producer. Editorial Rock Paper Scissors Damion Clayton, editor; Eve Kornblum, exec producer; Charlyn Derrick, post producer. Music JSM Music Joel Simon, music director/CCO; Doug Katsaros, choir director. Audio Post Sonic Union, New York Steve Rosen, mixer; Justine Cortale, studio director.
Top Spot of the Week: iPhone 16, Director David Shane “Write Smarter” With Apple Intelligence
Created by Apple’s in-house agency and directed by David Shane of production company O Positive, this commercial is one of two which continues the Apple Intelligence campaign for the iPhone 16.
Apple Intelligence is the personal intelligence system that can make users look, feel and be smarter. In the case of this “Write smarter” ad, we meet an office worker who leverages Apple Intelligence on his iPhone 16 Pro to dramatically improve his barely literate email to one that is professional, concise and has a measure of eloquence--much to the surprise and amazement of his boss.
This slice of office life highlights the value of key Apple Intelligence upgrades, including Writing Tools which work wonders with the quality of how one communicates and connects with others.
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