These Hilarious Ads Might Make You Think Seriously About Microsoft's Surface Pro

Latest From M:United Sing Praises of Flexible Computing Device

By Ann-Christine Diaz. Published on Aug 29, 2016

Editor's Pick

Microsoft has done a swell job of showing up Apple in its ads. Back in 2014, for example, the marketer took the comparison strategy Apple previously employed in its award-winning "Mac vs. PC" campaign and sicced it right back on its Cupertino competitor as a way to show the merits of its own Cortana over Siri.

Now, in new hilarious demo ads out of M:United/McCann and directed by Reset's Daniel Warwick, Microsoft pits the Surface Pros against Mac laptops. One depicts a potential customer writing on a Surface Pro screen with a stylus -- and then trying the same on a Macbook face-- to no effect. All the while, a goofy bard, who serenades the buyer along with a ridiculous back-up singer who literally pops out of nowhere, turn what could have been a boring demo into brilliant comedy.

In another ad, that same bard sings the promises of the Surface (its flexibility, light weight, and more) over the Mac, which he croons is just about as useful as a hat for a cat.

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Aug 29, 2016
Chief Creative Officer:
Sean Bryan
Chief Creative Officer:
Tom Murphy
EVP, Executive Creative Director:
David Banta
EVP, Executive Creative Director:
Lew Willig
EVP, Executive Creative Director:
Susan Young
EVP, Executive Creative Director:
Daniela Vojta
Director of Creative Technology:
David Cliff
Senior Art Director:
Trinh Pham
Kelly Kim
CVP Global Advertising & Media:
Kathleen Hall
General Manager of Global Advertising:
Deana Singleton
Director of Global Advertising:
Erin Friedman
Manager of Global Advertising:
Ashley Anderson
Senior Manager of Global Advertising:
Dawn Novak
Account Managing Director:
Kevin Nelson
EVP Global Group Account Director:
Tina Galley
SVP Group Account Director:
Darla Price
Account Supervisor:
Courtney LeBlanc
Account Executive:
Maria Villena
Group Strategy Director:
Michelle Kiely
Senior Strategist:
Priyanka Nigam
Senior Strategist:
Courtney Bernstein
Director of Integrated Production:
Aaron Kovan
Senior Producer:
Melissa Tifrere
Rebecca Magner
Executive Music Producer:
Eric Johnson
VP of Project Management:
Stella Warkman
Senior Project Manager:
Vinny Tran
Production Company:
Reset Content
Daniel Warwick
Managing Director:
David Morrison
Executive Producer:
Jeff McDougall
Executive Producer:
Jen Beitler
Line Producer:
Veronica Madrigal
Director of Photography:
Alwin Kuchler
Editorial Company:
Arcade Edit
Will Hassel
Ali Mao
Assistant Editor:
Chris Angel
Executive Producer:
Sila Soyer
Gavin Carroll
Executive Producer:
Robert Owens
Karena Ajamian
Lead Flame Artist:
Noah Caddis
Lead Flame Artist:
Aaron Neitz
We Are Walker
Doodle A Heart
Get The Surface
Detachable Keyboard
Executive Producer:
Peter Gannon
Executive Producer:
Sara Matarazzo
Rachel Rauch
Beacon Street Music
Just a Shame
Managing Director:
Andrew Feltenstein
Executive Producer:
Adrea Lavezzoli
Audio Mix:
Heard City
Keith Reynaud
Cory Melious
Executive Producer:
Gloria Pitagorsky
Color Company:
Company 3
Tim Masick

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