If smartphone advertising has a recurring theme, it's that the users of rival products are idiotic obsessives. Samsung made that point with its campaign poking fun at Apple fanboys. Now, Microsoft is making a similar point about both Apple and Samsung fans. The spot below for Windows Phone, from Crispin Porter + Bogusky and director Roman Coppola, takes place at a wedding, where half the crowd has iPhones and half has Galaxies. The bickering starts immediately, and soon escalates into a nasty brawl. A couple of attractive caterers, meanwhile, don't see what all the fuss is about. Can't we all just get along, and agree to buy Windows Phones? Of course, Microsoft would kill, or at least maim, for the kind of smartphone brand loyalty that the other two companies have. For now, the thinking seems to be, If you can't beat them, at least beat them up. And by the way—yes, unfortunately, Apple body tattoos do exist.
Client: Microsoft Windows Phone
Spot: "The Wedding"
Agency: Crispin Porter + Bogusky
Worldwide Chief Creative Officer: Rob Reilly
Executive Creative Director: Dan Donovan
Creative Directors: Dave Swartz, Dave Steinke, Bill Roden
Art Director: Robbin Ingvarsson
Copywriter: Waldemar Wegelin
Executive Integrated Producer: Aaron Kovan
Senior Integrated Producer: Laura Keseric
Junior Integrated Producer: Mike Borell
Production Company: Directors Bureau, Hollywood, Calif.
Director: Roman Coppola
Executive Producers (Production Company): Lisa Margulis, Elizabeth Minzes
Producer (Production Company): Mary Livingston
Postproduction: Method, Santa Monica, Calif.
Editorial Company: NO6LA, Santa Monica, Calif.
Executive Producer, Design: Crissy DeSimone
Producer: Leslie Tabor
Editor: Kevin Zimmerman
Junior Music Producer: Chip Herter
Group Account Director: Devin Reiter
Content Management Supervisor: Lynn Harris
Content Supervisor: Kelly Olech
Content Managers: Casey Wilen, Andrea Cadloni
Business Affairs: Katherine Graham Smith
Group Planning Director: Jason De Turris
Junior Cognitive Anthropologist: Tiffany Ahern