The print and TV effort, from Interpublic Group of Cos.' McCann-Erickson Worldwide, San Francisco, uses the copy line "Your Potential, Our Passion" to articulate the Microsoft proposition, which extends both to businesses and individuals.
The campaign will roll out in the U.S. first, with other world markets to be determined next year. Microsoft said it will spend $400 million globally for all of its business software-related advertising through next June, including the brand campaign. Executives declined to detail the amount to be spent on the brand push in the U.S.
Five TV spots will run on network and cable TV, including Fox News, CNBC and CBS's 60 Minutes. Spread ads will appear in Dow Jones & Co.'s The Wall Street Journal, Washington Post Co.'s Washington Post and major business publications.