Media Measurement
Data is based on life of ad, unless indicated otherwise

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Attention & Performance Analytics
Data is based on life of ad, unless indicated otherwise

Attention Score
Engagement Rating

Media Measurement
Data is based on life of ad, unless indicated otherwise

National Airings
First Airing
Last Airing
Creatives
Est. Spend
TV Impressions
National
Local
VOD/OTT

Attention & Performance Analytics
Data is based on life of ad, unless indicated otherwise

Attention Score
Industry Avg.
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Social Impressions
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Industry Share of Voice - past 2 weeks
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About Microsoft Windows 10 TV Commercial, 'The Future Starts Now'

Ten days before the introduction of the new Windows 10, Microsoft has released a commercial voiced over by "Boyhood" actor Ethan Hawke that features adorable babies and toddlers all over the world. From London's Big Ben to Antarctica and Africa, we watch these children roam among the snow, grass or on their parents' shoulders in front of beautiful backdrops. Hawke brings up the idea of such kids not having to remember passwords or obsess about security. For them, every screen should be touched as every interaction should be shared on paper. And, as the babies and toddlers grow older and learn more, the technology will grow as well. After all, they will grow up with Windows 10.

iSpot Review — July 29, 2015

Set to Eric Hutchinson's "Tell the World", this 60-second Microsoft ad showcases the new Windows 10 which launches July 29, 2015. Ethan Hawke lends his voice for dialogue and describes us a beautiful future while children from all walks of life and cultures are shown. What makes this ad so effective isn't all the cute babies and toddlers we see playing and making funny faces, but the commercial showing us how easy Windows 10 is to use through the actions of a child.

When the narrator asks the viewer to imagine, and begins listing what children do, it is made aware that Windows 10 is simple, but capable of many things. Security, flexibility of user interface and social media integration are all mentioned as we watch children play, tear apart newspapers and even share food with each other. The commercial draws to an end by reminding the viewer that as the children get older and better at what they do, so will the technology. This commercial cleverly uses children being children to show the powerful, yet simple Microsoft Windows 10.



Advertiser Profiles
Tagline
“A More Human Way to Do”
Mood
Active
Scene Location
Big Ben
Actors - Add
Ethan Hawke ... Voice Over), Marie Zoumanigui ... Older Fatima on computer screen
Characters
Production
Bob Richardson ... Director, Erich Joiner ... Director
Animals
Agency
M: United (Agency), EP+Co. (Creative Agency), Carat USA (Media Agency), Tool (Production Company)

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