Technology and gaming have been real life savers in a year when we’ve all been cooped up with little to do. So Microsoft, with some help from an adorable canine character named Rufus, is suitably showcasing all the ways its products can help people stay connected and have fun.
The 90-second spot, titled “Find Your Joy” and created by McCann New York, shows Rufus bored at home while his human family members busy themselves with Halo, Minecraft, Microsoft Teams and Flight Simulator.
He misses his fellow dog buddy across the road, but can’t see him due to lockdown restrictions.
But when Rufus falls asleep, the duo are reunited in an epic dream that sees them go on an exciting adventure into the world of Microsoft, playing fetch in Halo, flying planes, and hanging out in their own Minecraft world.
‘This year more the ever, we felt that it was important to give people a little lift, to remind them that while we are facing a lot of challenges, there are many ways we can connect, be productive and enjoy the time we have at home,” said Kathleen Hall, corporate vp of brand, advertising and research at Microsoft.
As part of the campaign, which will run on TV and social from Dec. 4, Microsoft is bringing elements of the campaign to life for consumers.
In Minecraft, Rufus’ dream “Dogtopia” complete with bacon rollercoasters and bone-shaped pools will be available for free in the Minecraft Marketplace here.
There will also be custom backgrounds from the spot available on Microsoft Teams, while the vintage planes that Rufus and his friend fly in will be available on Microsoft Flight Simulator in late December.
The campaign follows Microsoft’s “Holiday Magic: Lucy and the Reindeer” spot from last year where a child named Lucy, through the “magic” of Microsoft Teams and Microsoft Translator, finds she is able to communicate with reindeer.
CREDITS:
Client: Microsoft
Kathleen Hall, Chief Brand Officer
Carol Hutchinson, Sr. Director, Global Advertising
Stacey Terrien, Director of Global Consumer Advertising
Jenny Leahy, Director of Global Advertising, Social and Media Partnerships
Ron Schott, Senior Advertising Manager
Dawn Novak, Senior Advertising Manager
Hannah Westing, Senior Advertising Manager
Danielle Radcliffe, Social Media Manager
Agency: McCann New York
Creative:
Co-Chief Creative Officer: Sean Bryan
Co-Chief Creative Officer: Tom Murphy
EVP, Global Executive Creative Director: Shayne Millington
EVP, Global Executive Creative Director: Piper Hickman
Creative Director: Ferdinand Daniele
Creative Director: Stephanie Cajucom
Art Director: Gabie Fleischer
Copywriter: Jessica New
Designer: Gonzalo Hergueta
Designer: Yung Lee
Junior Designer: Malik Dupree
Director of Creative Technology: David Cliff
Creative Technologist: Hiya Vazirani
Creative Technologist: Alicia Foor
Business Leadership:
Managing Director, McCann NY: Kevin Nelson
EVP, Global Chief Communications Officer, McCann Worldgroup: Jeremy Miller
EVP, Global Business Lead: Scot Beck
SVP Group Account Director: Socrates Papazoglou
Account Supervisor: Patricia Burelli
Senior Account Executive: Divya Joseph
Project Management:
Project Manager: Monica Daniels
Production:
Chief Production Officer: Nathy Aviram
VP, Executive Producer: Mel Senecal
Senior Art Producer: Kelly Ramsey
Art Producer: Caroline Sollman
Digital Producer: Charlotte Popper
SVP, Executive Music Producer: Eric Johnson (aka DJ Bunny)
Music Producer: Dan Gross
Business Manager, Music: Jamie Jou
Strategy:
EVP, Global Director of Strategy & Research: Ash Farr
Strategy Director: Jordan Berger
Business Affairs:
EVP, Talent Partnerships: Danielle Korn
Business Manager: David Halberstadt
VP Director Talent Payment: Terry Marcello
Talent Payment Manager: Rosemary Smith
Biscuit Filmworks:
Director: Noam Murro
Partner / Managing Director: Shawn Lacy
Executive Producer: Andrew Travelstead
Head of Production: Rachel Glaub
Head of Production: Sean Moody
Producer: Emily Skinner
Production Supervisor: Jennifer Berry
MPC:
Executive Producer: Matthew Loranger
Producer: Elias Bermudez Jr
Producer: Stefani Na
Shoot Supervisor: Daniel Seddon
2D Lead: Rob Walker
CG Supervisor: Tim Kafka
Colorist: Vincent Taylor
Color Producer: Kay Carpenter
Color Assistant: Tyler Robinson
RPS:
Editor: Damion Clayton
Assistant Editor: Michael Shugarman
Managing Director: Eve Kornblum
Producer: Jenny Greenfield
Giant Artists (Photographer):
Photographer: David Black
Craft New York:
Senior Print Producer: Michelle Massaro
Retoucher: Lorrena Lapouge
Retoucher: Andrew Bacha
Sonic Union:
Sound Designer/Mix Engineer: Michael Marinelli
Head of Production: Pat Sullivan
JSM
CCO/CEO/Co-Composer: Joel Simon
VP/Executive Producer: Jeff Fiorello
Co-Composer: Jonathan Russell
Co-Composer: Norm Felker
Producer: Andrew Manning
Producer: Sharon Cha