Microsoft: Breaking Up

Woman Comes Out About Her New Love

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For Valentine's Day, agency M:United and Microsoft debuted this ad about a woman in love. She describes herself to her parents as "not like everybody else," and tells them she has someone important in her life: "I met someone who brings out the best in me," she says. "She's got my back. . . I love how she sings to me. She gets my jokes."

While it seems like she's coming out about her sexuality, it turns out that she's talking about her digital personal assistant, Microsoft's Cortana. Which really is no big deal to her parents, since her dad told her, "Honey, we know you were never an iPhone girl."

The campaign also includes this ad about a man who breaks up with someone for a new love.

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About

Credits
Date
Feb 13, 2015
Agency:
M:United
Client:
Microsoft
Co-Chief Creative Officer:
Andy Azula
Co-Chief Creative Officer:
John Mescall
Executive Creative Director:
Yo Umeda
Senior Copywriter:
Thom Woodley
Senior Art Director:
Trinh Pham
Director of Creative Technology:
David Cliff
Head of Integrated Production:
Aaron Kovan
Executive Producer:
Carolyn Johnson
Junior Producer:
Monique Fitzpatrick
Managing Director:
Kevin Nelson
Project Management:
Stella Warkman
Production:
Craft
Postproduction:
Craft
Director of Photography:
Larry Kapit
Editor:
Nate Troester
Editor:
Carlos Hernandez
Music:
Erin Gemsa
Media Agency:
EMT
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