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 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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA