McCann New York and Noam Murro capture sleeping pooch's venture through Dogtopia via Minecraft, Halo, Teams and Flight Simulator
There's no doubt this has been a tough year. Many of us are separated from those we love and are finding it hard to find our usual holiday spirit. Microsoft, along with its agency McCann New York, wanted to acknowledge that reality but, at the same time, offer some hope and positivity through the many ways Microsoft can help you stay connected and have some fun.
The brand's Christmas ad, 'Find Your Joy (A Dog’s Dream)', tells the story of Rufus, a dog who can’t physically be with his best bud, but through his dreams can experience the joy of togetherness and friendship. Together, they go on an epic adventure into the worlds of Minecraft, Halo, Microsoft Teams and Microsoft Flight Simulator, just like Rufus’ humans.
This campaign follows Microsoft's 'Holiday Magic: Lucy and the Reindeer' spot of last year where Lucy, through the 'magic' of Microsoft Teams and Microsoft Translator, allowed Lucy to get some inside scoop from the Reindeer. A press release reads that each year McCann tries to build on a core product or brand truth and how that intersects with and amplifies the sentiments and needs of the season. This year is no different. Microsoft's products can help bring people together and bring them joy - even in challenging times. The brand is encouraging people to 'find their joy' and if we can’t be together physically, we can 'See you out there' in many imaginary and virtual ways.
Kathleen Hall, CVP, brand, advertising and research, Microsoft, said: "This year more the ever, we felt that it was important to give people a little lift, to remind them that while we are facing a lot of challenges, there are many ways we can connect, be productive and enjoy the time we have at home."
The spot is full of Microsoft products such as Teams, Halo, Xbox, Minecraft and Microsoft Flight Simulator. Consumers are able to experience elements of the spot themselves. Rufus' doggy dream will be available to download and explore in Minecraft. The team at Blockworks have released Dogtopia as a free download available from Minecraft Marketplace and for Java. Run through a colourful bone-shaped forest, where bacon grows on trees and there are never any fleas. This world will be complete with doggie hot air balloons, a mountaintop dog mansion, a fire hydrant fountain, a doggie Mount Rushmore and more.
Microsoft will also be making custom Teams backgrounds available, and in mid-December Flight Simulator will be decorating 12 cities around the globe with holiday lights and magic, a holiday scavenger hunt for every Flight Simulator pilot to enjoy. Also, closer to Christmas, we'll be making the planes our dogs flew in our ad available for Flight Simulator players to fly themselves.