Microsoft Film Microsoft Surface: Movement by Microsoft

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Microsoft Surface: Movement

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Industry Laptops, Netbooks, Tablets
Media Film
Market United States
Agency Microsoft
Director Jon M. Chu Lyrics By
Producer David Palmer, Gary Romano, Nate Tuck
Account Supervisor Grant Theron
Released October 2012

Credits & Description

Advertiser: MICROSOFT
Category: Home Electronics & Audio-Visual
Advertiser's Supervisor: Carol Hutchinson
Producer: David Palmer
Other Credits: E Squared
Director: Jon M. Chu
Advertiser's Supervisor: Robin Seiler
Editing Company: Rock Paper Scissors
Account Manager: Christine Douglas
Other Credits: Eight Vfx
Producer: Gary Romano
Account Supervisor: Grant Theron
Agency Producer: Gene Cernilli
Producer: Nate Tuck
Sound Design/Arrangement: The Bangerz

Brief Explanation
This commercial is bold, strong, confident, and cool and that inspired the hipsters, the go-getters, and the tastemakers. It had to be an anthem that highlighted the defining aspects of SURFACE. Most importantly, it needed to illustrate that SURFACE is the first device with a keyboard that ‘clicks in.’ The clicking of the keyboard into the tablet is what instantly separated SURFACE. So, ‘Movement,’ was born. Movement not only introduces ‘click-in,’ it celebrates it. Once you click-in, anything is possible. Movement introduces this idea in joyous dance and musical explosion. The response has been overwhelming. People seem to dance, sing, and cheer when the spot comes on. Movement is a powerful spot that introduced SURFACE to the world as the unique device that it is.