I love insightful advertising, work that cuts right the core of humanity and our quirky behavior. I also love a brand and their agency that isn't afraid to zig when everyone else is zagging. Connecting with consumers in the crowded marketing space of mobile phones is no easy task. Apple continues their minimalist white background, hands-controlling-phone work while Motorola delves into the futuristic, space-feel Droid campaigns with a message of empowerment.
What I like about this work from Microsoft (client) and Crispin is that it focuses on the human dynamic surrounding a mobile device. And, the creative direction clearly spells that out. The fact that a small device that fits into the palm of our hand has become the Great Wall that blocks us off from the world around us. It even touches on some very Eckhart Tolle concepts when they end with living in the present or The Now. Very spiritual of Microsoft.
The irony of the idea is that most mobile phones, especially smartphone, advertising rests on the concept of connections and staying connected. That a device makes us more interwoven as a society rather than less so. The reality is, we are more interwoven, just not to people or events in our direct vicinity. I am curious to see how they pay off this first effort, knowing that CP+B's MO is to have a series of campaigns that build on each other. The pay off for me will be how Phone 7 connects me with my direct vicinity rather than the people or things that are apart from me at that moment as criticized in the advertising.
And oh by the way, I think someday we will look at the word of this decade to be "Really?" made more famous by Tina Fey and Seth Meyer on SNL Weekend Update.