Crispin has won Microsoft. We repeat. Crispin has won Microsoft. Pick your jaw up off the floor. You better recognize. The $300M brand (Pretty. Fucking. Sweet.) has selected the upstart, the rebel, the defy the odds and take prisoners agency of the day. They took JWT and McCann – two agencies that have been around the block and back. Fallon, the runner-up, has got to be shocked.

This is where you must sit back and consider. You’ve seen the Mac vs. PCs ads. Microsoft is a stalwart. A heavy machine that is the pillar of the economy, of the American way. This is no little brand. This isn’t a burger chain looking to be hip. This is Microsoft. The software titan has bypassed the death stars, the agencies with all the resources and international locations, hundreds of workers to select Crispin. The game has changed and permanently. The Rebel Alliance has won.