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Posts Tagged ‘Michael Craven’

m:united Breaks Out the Carols in ‘Winter Wonderland’ for Microsoft’s Surface Pro 3

m:united has launched a new holiday spot for Microsoft’s Surface Pro 3, entitled “Winter Wonderland.”

As you might have guessed from the title, the 30-second spot makes use of the carol of the same name. And as you might have guessed from recent Surface Pro 3 ads, the spot is based on a minimalist comparison with Apple’s MacBook Air, visually limited to the computers in question and two pairs of arms. “My Mac is great, it’s so delightful,” begins the ad, with a reworking of the holiday carol sung in a somewhat grating voice. “So’s my Surface, it’s just as powerful,” answers a chorus, as the ad then goes on to list the features that make the Surface Pro 3 superior: the touch screen, digital pen, kickstand and detachable keyboard. By the end of the spot, the Mac booster is ready to make the switch to the Surface Pro. Somehow we don’t think most Mac fans will be quite so easy to convert.  Read more

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M:United Takes on Apple for Surface Pro 3

M:United has a new campaign for Microsoft’s Surface Pro 3 which takes square aim at Apple’s MacBook Air.

Each of the three spots in the campaign focuses on comparing the Surface Pro 3 with its Apple-made competitor, in an attempt to prove the tablet/laptop’s superiority and sway potential customers to go with Microsoft. In “Crowded” (featured above) for example, an Apple fan is forced to carry around a laptop, tablet, pen and notepad, in order to compete with his boastful Surface Pro pal. “Head to Head” is a simple comparison of features and capabilities, highlighting the MacBook Air’s shortcomings (of course); while “Power” sees a smug Apple user changing his tune.

It’s a simple approach, as each add focuses on computer screens, with their users mostly out of sight. But the spots do offer some pretty persuasive arguments for the Surface Pro 3′s capabilities, probably enough to sway undecided consumers but not to change the allegiance of Apple loyalists. Stick around for credits and two more spots after the jump. Read more

Craven Has Also Resigned from KBS+

Well, we tried to put two and two together when we reported last week about DJ Pierce resigning from his position as executive creative director on the BMW account at KBS+. But alas, we unfortunately failed to mention what the status was with his partner-in-crime and fellow ECD on BMW, Michael Craven, who joined up with Pierce 15 months ago to work on the account. We’ve now received confirmation that Pierce and Craven actually resigned together, though no word yet on what either person’s next move is yet (we’re checking). Prior to KBS+, Craven served as a VP/creative director at CP+B and has also published a couple of novels along the way.

As has been reported, the pair was essentially replaced at KBS+ by Paul Renner, who has taken over as ECD on said automaker’s account.

KBS+P Welcomes New ECD on BMW Biz

While we’re on the MDC-related front, let’s tell you that New York-based Kirshenbaum Bond Senecal + Partners has hired Michael Craven (right) as executive creative director on BMW among other clients. As a result, he’ll team up with fellow ECD DJ Pierce, who if you recall rejoined KBS+P last May, on the automaker’s account. Craven’s previous agency experience includes a stint at CP+B, where he moved up from senior copywriter to VP/CD before leaving to work on his second book  early last year (his first, Body Copy, was published in 2009 and set in the ad industry).

In addition to Craven’s arrival, KBS+P promoted creative director Jon Goldberg to ECD. The creative has been with Kirshenbaum for nearly four  years, leading the Vanguard business in the process (which he still does). Prior to KBS+P, he spent time at the likes of W+K Portland and New York as a copywriter and ACD/copywriter at McCann.