TMW Ideas

Microsoft seem to be a hive of activity at the moment. Their Digital Advertising Solutions wanted to dramtise the deterioration in the relationship between advertisier and consumer. So they made an ad. Oh, the irony. It's quite good actually.

They also blogged about the process and why they were doing it, even including the agency's pitch. Have a look. After two weeks the ad has had 75,000 views.

“We want to try and tell that digital media is not about technology but about quality of communication, about the interaction between 2 people. There is no better medium than a movie to symbolize the one-to-one communication between people, in this case between an advertiser and a consumer.”

I'm not sure that's entirely true - I think he meant “show” rather than symbolize. It's an interesting appraoch, and judging from the comments and posts about it (including this one, I suppose) they have really engaged their target audience. A good example of demonstrating instead of telling. I'll be interested to see how I can reconnect with my consumer via some XBox 360 in-game advertising. That said, Burger King did great business in the States when it gave away Xbox games.