Microsoft Laptop Hunters

Microsoft’s latest television advertising campaign follows individuals hunting for laptops. Advertising agency Crispin Porter & Bogusky recruited ten people in the market for new computers and sent them into electronic stores with a film crew to shop for lap tops. Each participant began with a price limit between $700 and $2,000. They were allowed to keep the laptops they selected plus the difference in money from what they had originally planned to spend and what they actually spent. The television ads point customers to The first two, Lauren and Giampaolo, have gone viral since their release, provoking commentary by Microsoft and Apple fans.

Lauren Microsoft Buyer

Lauren gets a PC

Lauren De Long, an office manager and member of the Screen Actors Guild, heads off with a strict $1000 budget to find her perfect laptop. At Best Buy Next she finds a speedy HP Pavilion with a big screen and a comfy keyboard. When thinking about choosing an Apple she says, “I’m just not cool enough to be a Mac Person.” Lauren’s final script: “I’m a PC and I got just what I wanted.”

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Giampaolo gets an HP HDX

This is Giampaolo. On a budget of just $1500, he finds his perfect laptop an HP HDX with 4GB of memory and a 2.4GHz processor. When considering the Apple range, he says, “This is so sexy, but Macs to me are about aesthetics more than they are the computing power. I don’t want to pay for the brand. I want to pay for the computer.” The commercial finishes with Giampaolo’s statement, “I’m a PC because I’m really picky.”

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The Laptop Hunters campaign was developed at Crispin Porter + Bogusky, Boulder and Miami by executive creative directors Rob Reilly and Andrew Keller, creative director Tim Roper, interactive executive creative director Jeff Benjamin, associate creative director/art director Dave Steinke, associate creative director/copywriter Michael Craven, head of video/integrated production Matt Bonin, executive integrated producer Paul Gunnarson, and executive integrated music producer Bill Meadows.

Filming was shot by director Henry-Alex Rubin via Smuggler, New York and Los Angeles, with director of photography Matthew Woolf, executive producers Patrick Milling Smith, Brian Carmody, Lisa Rich, Allison Kunzman, head of production Laura Thoel, and line producer Drew Santarsiero.

Post production was done at Method Studios, Los Angeles, by Inferno artists Joey Brattesani and Claus Hansen.

Editorial work was done at Number Six by editor Dan Aronin and assistant editor Seema Naik.

Colorist was Siggy Ferstl at Company 3, Los Angeles.

Sound was mixed by Sam Casas at Lime Studios, Santa Monica. Music was produced at Beacon Street Studios.