A few weeks back, Ad Age and others reported that Microsoft's search for an agency to handle a new consumer-focused assignment had been narrowed to Fallon and Crispin Porter + Bogusky. The original news had some sites guessing that the campaign would be for a new Microsoft product, but the latest update from Ad Week says the work will be for Microsoft mobile, Live and Vista.
I would love to see the Microsoft brands in the hands of CP+B, and hope they win this new project. While Microsoft has some great products, its branding and marketing are less so. The new Zune line is a prime example - the latest models are quite cool, but the ads that went along with them are strange and forgettable. While it's not part of the assignment, CP+B and the Zune would be a great match.
From a creative standpoint, Fallon has a great track record, from the Sony Bravia "super balls" TV ad to BMW Films to the iconic Buddy Lee "spokesdoll." But the work CP+B has done for Mini then VW, as well as for Burger King, is creative, memorable and often hilarious. While none of those words really describe Microsoft (yet), it would be exciting to see what type of impact CP+B could make.
