Microsoft XP global ads aim to invoke passions

Microsoft is launching a multimillion-pound global advertising campaign to promote its Windows XP operating system.

The TV and press ads, which break in the UK on 2 May, are the latest stage of Microsoft's biggest and longest-running global ad campaign, which began with XP's launch four years ago.

The campaign, created by McCann-Erickson, showcases how XP users can explore their interests in areas such as music and film by using the software applications and devices that use the system.

Microsoft and McCann-Erickson identified the interests that invoke people's passions and linked these to the creative executions, which span themes such as education, science, music, sports and photography.

The activity, which breaks in the US this week, will be rolled out to Australia, Canada, France, Germany, India, Italy, Japan, South Korea and the Netherlands next month. It will run across TV, print, online, outdoor and cinema.

The executions, which feature straplines such as 'Start feeding your brain' and 'Start something curious', are designed to drive consumers to www.windows.com. The site features devices from hardware partners and software applications relating to each of the interests reflected in the advertising.

Each of the ads depicts the Microsoft Windows logo placed over a person's heart to symbolise how the software can help them connect with their interests.

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