Microsoft’s latest Zune ads more artistic than Apple’s
Posted by Dr. Macenstein
OK, so we all know the Zune is not quite the iPod killer some had predicted. In fact, there are reports that iPod car chargers are outselling the Zune on Amazon these days. However, there IS one area Microsoft has impressed me with the Zune, and that is advertising. Check out this new commercial for the Zune entitled “Cookie”. (click below)
The latest Zune ad from ad agency 72andsunny has a very “Tim Burton/Film Board of Czechoslovakia” feel to it, and I think it is VERY well done. Sure, the visuals will likely scare the crap out of young children, and you have to already have heard of the Zune and be familiar with its song sharing abilities to even understand it, but it is a visual tour de force that I think one ups Apple’s energetic neon nano ads. I will not debate the fact that the iPod neon ads are likely a much better approach if you want to sell music players, and there IS sort of a downtrodden, communist vibe to the Zune ad, but still, kudos to Microsoft for evoking a deep and genuine response from this viewer, even if it IS melancholy and confusion.
December 8th, 2006 at 2:49 pm
It’s kind of “Jesus and the Loaves and Fishes”-ish to me.
But yea i like it.
December 8th, 2006 at 8:48 pm
yes, it is visually atractive, but IMHO most people won’t have any idea what it is about.
December 8th, 2006 at 10:03 pm
alright .. but …anyway, I like the music … any idea where its from ?
Cheers
December 9th, 2006 at 5:52 am
Wll I have been told its an ad for the Zune and I’m still clueless as to whats going on.
Sure its like the Juses and the loaves and Fish, but whats not mentioned in this version you still end up hunger at the end.
December 10th, 2006 at 6:36 pm
Where’s the Zune player in all this? Many people do not know what Zune is? Show the player. Do they think it look’s so bad that they don’t want to show the player?
December 10th, 2006 at 6:37 pm
I dont think the riaa is going to be happy if we share our music like that
December 10th, 2006 at 6:41 pm
Loves and Fishes? Well, okidoki, sorta, if music is nurishing…
Zune
Has WiFi
Can Pass Music From You
To Others
With you still having the Music
So you can do it again and again
And when you do it enough, buildings will walk out of your way…
Which is a good thing once the music you shared stops working for all the now irate folk you shared it with…..
December 10th, 2006 at 6:43 pm
It is very ambiguous indeed, but artsy for MS. I like that they are trying to be creative and succeeding in an abstract sort of way.
December 10th, 2006 at 7:00 pm
I’m interested to hear if anybody actually does meet anyone and fall in love with/hook up with ANYONE because of a Zune. From my own experience technology will most likely not get you anywhere with the ladies.
December 10th, 2006 at 7:01 pm
The song is M. Ward’s Magic Trick off of Post-War.
December 10th, 2006 at 7:07 pm
macmuflim: the artist for the music is M. Ward.
December 10th, 2006 at 7:14 pm
that commercial is very dumb…. it has nothing to do with a zune: there are no pictures of it, no words describing it, there is no text saying anything, and if you don’t already know exactly what a zune is, they you won’t have any clue what this commercial is even about
December 10th, 2006 at 7:15 pm
the music is from m. ward’s “post-war” album.
December 10th, 2006 at 7:16 pm
For the curious, the song is called Magic Trick by M.Ward. It is on his latest album, Post-War.
December 10th, 2006 at 7:18 pm
Nothing about that wanted to make me listen to music. Something about the feel of 1800’s England doesn’t exactly scream cutting edge high tech to me.
If this ad has a wide viewership, the final nail has been pounded into the zune coffin.
December 10th, 2006 at 7:20 pm
macmufflim the singer is m.ward. He is awesome. You should check him out
December 10th, 2006 at 7:22 pm
I agree with Mario. Ads like these are nice and everything. But they don’t really explain anything to someone who’s never heard of a zune.
December 10th, 2006 at 7:23 pm
I love it, it conveys the excitement, satisfaction and gratitude of sharing.
My favorite part is when the house gets up and moves out of the way.
…perhaps a metaphor for the RIAA stepping out of the way of legitimate file sharing?
Good job MS, you’ve got a long road to haul.
AA
December 10th, 2006 at 7:28 pm
I could be wrong, but it might be about the song sharing idea
December 10th, 2006 at 7:28 pm
> yes, it is visually atractive, but IMHO most people won’t have any idea what it is about.
And this doesn’t also apply to iPod advertisements?
December 10th, 2006 at 7:30 pm
Yeah I like the ad, regardless. It’s got a totally different vibe and kudos to Microsoft for not trying to outright copy the iPod aesthetic. Still not gonna buy a zune though, but I like the ad.
December 10th, 2006 at 7:31 pm
To elaborate on the above: If someone had no prior knowledge of what an iPod was, he or she wouldn’t have any idea what a commercial about dancing silhouettes was about, either.
December 10th, 2006 at 7:32 pm
I almost liked this, but yeah, it’s so very communismy… it’s like it was made by… commies or something. whatever.
idiot yank. fuck you and your understanding of the world (which is like that of a child). yanqui, enemy of humanity.
December 10th, 2006 at 7:32 pm
I think the lyrics of that song speak volumes about the Zune:
“She’s got one magic trick - and that’s it.”
Great selling point.
December 10th, 2006 at 7:32 pm
The song is “Magic Trick” by M. Ward.
December 10th, 2006 at 7:33 pm
That’s not an ad for Microsoft’s Zune. Look at the end of the film, in the bottom right corner. It’s for Zune-Arts.net (http://www.zune-arts.net/).
December 10th, 2006 at 7:52 pm
It’s a brilliant ad when you think about it, and when you’ve spent several months following the Zune production and release. Given that most consumers don’t do the former and haven’t done the latter, I’m not sure they’ll take it to heart. However pretty it is. And my it’s pretty.
December 10th, 2006 at 7:57 pm
god your assholes, mac fans are absolute assholes
if apple made this, it would be the most abstract and creative work alive, which only the elite could comprehend but it would be OK because it was from apple
microsoft does something short but happy, nothing short of simple, the very MOTTO OF FUCKING APPLE ITSELF (ironically) but it’s what… just… oh… bland..
YOUR ALL FOOLSAD ALSKJ LGA GLAHSD
(oh fuck everything i said is WRONG BECAUSE OF TYPE Os, god you’re all so fucked up in your faces)
i know i know i type like a kid, god knows intentially, this way you can all focus insecurely on my innabililityy to amessage send and you dont have to fdocus on the MEANING.
:D: D::D:D
December 10th, 2006 at 7:58 pm
What’s a Zune? A new cookie?
December 10th, 2006 at 7:58 pm
They didn’t mention the part where your cookie disappears after 3 days.
December 10th, 2006 at 7:58 pm
Well the Zune does sort of have a Soviet-army look to it, so a downtrodden communist vibe sort of makes sense.
December 10th, 2006 at 7:59 pm
the message of this ad is totally wrong: If there is anything that could be characterized this way (you share it but you don’t loose any part) it is not an DRM’ed Music Player with a proprietary software. Ok, we do not see, that one of the persons getting a half cookie would be able to share this one again with the next person - what in fact is impossible with the Zune. But isn’t it that what “sharing” is about? Anyway. It also looks ugly - so: No (or even worse: wrong) message, poorly done … sounds like the Zune itselft
December 10th, 2006 at 8:01 pm
It’s a little white iPod sharing cookie (or, music) with all the nasty people! She never runs out of cookie to share. That’s her “one magic trick” before she disappears when the Zune comes along, according to the soundtrack.
December 10th, 2006 at 8:14 pm
To be fair, you don’t get to see the end of the ad, so there could be something that shows you the Zune etc…
December 10th, 2006 at 8:16 pm
Nice ad, music definately sounds like an m. ward song, time to search …
yup, it’s Magic Trick by M. ward, good stuff
December 10th, 2006 at 8:17 pm
I dig the ad. MS gets that music is social and will keep grinding until they get market share. Also, this is a smart play to get into the home. Expect to see more synergy with media center.
December 10th, 2006 at 8:18 pm
wtgggg-You might be more of a moron if you gave it just a bit more effort.
Cute commercial, but does someone think it’ll help sell that POS?
December 10th, 2006 at 8:26 pm
Commercials like this don’t need to be about the player. It is about building a name and getting it out there. It doesn’t matter if the person seeing it now has no idea what it is for, just that they know the name Zune. Remember MS’s typical strategy for markets is long term. As it makes some sort of impact, good or bad, they are getting recognition and starting to build a brand
>DRM’ed Music Player with a proprietary software. Ok, we do not see, that one of the persons getting a half cookie would be able to share this one again with the next person - what in fact is impossible with the Zune. But isn’t it that what “sharing? is about? Anyway. It also looks ugly - so: No (or even worse: wrong) message, poorly done … sounds like the Zune itselft
You are a goddamned retard. It isn’t DRM’ed to hell and I hate that clueless argument. It doesn’t DRM anything. Microsoft tries to add a unique feature within their legal abilities untill they can push for a more open sharing platform and people shit on it for not being “good enough”.
December 10th, 2006 at 8:50 pm
I’ll keep my Ipod
That doesn’t make me feel like buying a Zune… especially if it has very good crashing capabilities…
December 10th, 2006 at 9:01 pm
The “ad” has nothing at all to do with Microsoft, and everything to do with the agency that created it. Of course Microsoft had to green light it (which deserves a little credit) but artistically and creatively it is as related to Microsoft as a rock is to a light bulb. Good ad (who ever did it).
December 10th, 2006 at 9:10 pm
Hey, M. Ward song = great. Especially my favourite of his songs. Only wish it were a longer song
December 10th, 2006 at 9:10 pm
I’m not a Zune-fan, but I really like their ads. I like this one too:
http://www.youtube.com/watch?v=_YKpt3IBwhM
December 10th, 2006 at 9:13 pm
Do the cookies expire in 3 days?
December 10th, 2006 at 9:46 pm
The song is “Magic Trick” by M. Ward
December 10th, 2006 at 9:53 pm
@macmuflim
The music is by M. Ward, and the song is called Magic Trick
December 10th, 2006 at 10:28 pm
i actually enjoyed it. and was suprised that MS got a respectable artist to do their commercial.
the only problem i have with it is that it doesn’t show the cookie dissapearing after 3 bites…
a bit misleading on MS’s part.
December 10th, 2006 at 10:47 pm
> Do the cookies expire in 3 days?
I think the ad is misleading for this reason. The ad shows what the Zune could have been, not what it is. (I suspect Microsoft are hoping for people to make their own firmware updates to fix the problem; else they will get their arse kicked when Sandisk or Creative make their own uncrippled version).
December 10th, 2006 at 10:48 pm
Visually very nice; I’d like to see more from this team.
One point though - this isn’t “from Microsoft”, it’s “for Microsoft”. The artistic input that makes this enjoyable to watch has nothing to do with That Company.
= Mike
December 10th, 2006 at 11:17 pm
I like the ad, but the cookies should shrivel up three days after they’re given, leaving only a link to the online cookie store.
December 10th, 2006 at 11:20 pm
Going with that analogy, they forget to tell you that the cookie will vanish from your mouth within a few minutes…
December 11th, 2006 at 2:32 am
Enough with all the MS bashing, I’m not a fan of MS - but I think most people are uneducated when it comes to the subject. Apple is just as bad as Microsoft, if not worse, and I’m tired of all these ipod fanboys praising apple for something that they didn’t solely create, innovate nor improve. The concept of the mp3 player was already around long before, and the design of the ipod was stolen (yes stolen) from an earlier interface of a digital walkman (google: stolen ipod schematic).
As for the ad, I really like it. The ipod ad is great at catching attention and is visually appealing, but this ad is more story like and older viewers will understand the sharing concept from the ad. I really like this ad for its usage of a dark and weird atmosphere (like the monster that takes the cookie). Nice ad - a big + to the advertiser that MS hired!
December 11th, 2006 at 2:41 am
The music is Magic Trick by M. War… Christ! Do you people even glance over the comments before posting your own? It was said 10 times, usually immediately after another comment that already said it! Listening is just as important as talking, ya know…
December 11th, 2006 at 2:43 am
They’re trying to hype up the music sharing feature? With the cookie sharing business?
December 11th, 2006 at 5:47 am
What the hell did that have to do with an MP3 player…is M$ encouraging people to SHARE!!! No, no, Zune-ers can’t be thieves like ALL the iPod-ers
December 11th, 2006 at 6:54 am
anyone else want to mention the FUCKING COOKIE METAPHOR?! FUCK YOU STUPID ASSHOLES.
Me? I’ve used ipods. Can’t wait to try the zune. Then I’ll make up my own mind. All the mac fanboys make me want to do is purchase thousands of these things and give them away free - just to piss them off. Closed-minded wanks.
December 11th, 2006 at 8:05 am
She is sharing her cookie that always become whole again. I think it’s a metaphor for sharing songs on the Zune. Your music on your Zune will always be whole.
On the other hand, the cookies she gives is eaten up and disappeared from sight. Guess what metaphor is that for? DRM. After a couple of plays and it’s as good as gone!
December 11th, 2006 at 10:26 am
I am an Apple fan till the death…but I liked the commercial….I liked the song….In fact, I liked the song so much I went on to iTunes, found it. listened to a few of the tracks on the Post-War album. Then bought it. So, Microsoft helped sell an album for iTunes! I kinda like that marketing.
December 11th, 2006 at 2:28 pm
I like the animation but it doesn’t show the product. If I didn’t know what the ad was about, I wouldn’t have understood it until they see the Zune logo.
December 11th, 2006 at 6:15 pm
I’m just waiting for the counter-ad that the internet will no doubt create where the cookies all disappear after three bites and people are sad again
December 12th, 2006 at 5:02 pm
>And this doesn’t also apply to iPod advertisements?
It does. Only difference is, almost everybody knows what an iPod is. Most people have no clue what a Zune is.
Go back and check out the *very first* iPod commercial:
http://www.youtube.com/watch?v=EQUOcfLkaJk
Nothing abstract about it. Connect iPod to iBook. Transfer 1000 songs. iPod goes into pocket. Very straightforward marketing.
Apple could ONLY pull off the abstract silhouette commercials AFTER the iPod was almost an established icon. MS’s mistake is that they think they could imitate the hip & cool of the iPod by being abstract and obscure with there commercials NOW, when in fact nobody knows about the product and hence won’t “get” the coolness of the abstract ads.
Don’t get me wrong. I love Tim Burton and Michel Gondry and works by other directors that this ad reminds me of, and in terms of the imagery, I like this commercial. The problem is, it’s not a marketing that MS should be doing right now. IMHO anyway.
December 12th, 2006 at 9:29 pm
The visuals are amazing, but who has more than 5 secs to figure out what they are selling !?
December 13th, 2006 at 9:07 am
This is not a traditional ad.
Go here there are quite a few more zune animations with a strong sharing theme.
http://www.zune-arts.net
This video was not meant to be played out of the site thats why it does not need to explain anything about the zune, it expects you to already know, theres a nice big link to the zune site right in the middle of the page if there is any more confusion.
Im guessing some idiot has ripped it from the site and placed it on youtube.
Check out some of the other vids, i suggest Motion Theroy (two birds icon on the list) and Bent Image Lab (Big Robot icon you cant miss it).
December 13th, 2006 at 9:26 am
PS
These are not ad’s by microsoft but art made by Zune fans.
Ipods kind of suck, and i-tunes is a virus. I hope that the Zune does something completely differnt with the Zune for us poor souls that are sick or an idioticaly simple ipod and need to put up with the crap and rubish of uneducated mac users who think its cool to have something that does less.
Give me a player where i can rip the guts out of and customise with anything i want, fetures are great, simplifed ( lack of features ) is just restrictive and should be left to little kids that have no knowledge of technology.
Putting this aside the direction the Zune is heading is not promising and I hope it changes.
December 16th, 2006 at 3:58 am
This is good plz send me some animation of your company
March 21st, 2007 at 10:09 pm
I like it