Microsoft tapped some big marketing guns for its new business-to-business ad campaign with the an appropriate-for-the-times message, "It's everybody's business." Coca-Cola CMO Katie Bayne and Method co-founder and Chief Brand Architect Eric Ryan are among the executives featured in its newest "People Ready Business" ad campaign, created by JWT, New York.
The creative actually only uses the executives' voices in an interview format while animated pen and ink caricatures go about interacting and illustrating whatever the exec is saying. The audio is (I suppose, intentionally) of poor quality, like the two people are talking on a cellphone or a ham radio. A Q&A on Microsoft's website with general manager of Microsoft's Advertising and Customer Engagement Team, Gayle Troberman, explains that the reason for coming out with a campaign in the current economic situation is that Microsoft thinks "software can provide one of the biggest competitive advantages, and that's especially critical now when a lot of companies are struggling just to keep the lights on."
Media is meant to reach CIOs and high level IT decision makers. TV debuted on Sunday's NFL football playoff games and will continue on Sunday morning news shows and cable such as CNN, ESPN, Fox News and Discovery. Print already included an insert in the Wall Street Journal and is expected to continue in pubs such as Time, Fortune, BusinessWeek, Economist, Wired and CIO, with NPR radio buys as well.