This :90 for Microsoft follows the inspirational story of passionate young gamers, including nine-and-a-half-year-old Owen, rising to the top of their game with a little help from their friends, family and the Xbox Adaptive Controller. The story illustrates Microsoft’s commitment to building accessible technology that levels the playing field and creates opportunity for all, ending with the line: “When everybody plays, we all win.”
A :60 version of the spot is slated to run during the Super Bowl telecast on CBS.
Bryan Buckley of Hungry Man directed for agency m:united//McCann NY.
CreditsClient Microsoft Agency m:united//McCann New York Sean Bryan, chief creative officer, Shayne Millington, David Banta, EVPs, executive creative directors; Martha West, Will Montgomery, associate creative directors; Julie Koong, sr. art director; David Cappolino, sr. copywriter; Alicia Foor, creative technologist; Carolyn Johnson, SVP, head of integrated production; Rebecca Magner, producer. Eric David Johnson, SVP, executive music producer; Dan Gross, music producer. Production Hungry Man Bryan Buckley, director; Alex Gorosh, 2nd unit director; Mino Jarjoura, Caleb Dewart, Kevin Byrne, Dan Duffy, exec producers; Matt Lefebvre, producer; Peter Bunstein, associate producer; Pierre Cailliarec, assistant director; Scott Henriksen, DP. Editorial Rock Paper Scissors, NY Damion Clayton, editor; Alexandra Debricon, assistant editor; Eve Kornblum, managing director; Lisa Barnable, producer. Post/VFX Rock Paper Scissors, NY Barbara Kontarovich, Flame producer; Edward Reina, Flame artist; Sydney Botie, Flame assistant. Color Company 3 Sofie Borup, sr. colorist. Music/Sound JSM Music, New York Joel Simon, chief creative officer/CEO/co-composer; Jason Krebs, co-composer; Jeff Fiorello, executive producer. Sound Design Sonic Union, New York Michael Marinelli, sound designer Audio Post Sonic Union, New York Michael Marinelli, mix engineer; Justin Cortale, producer
Top Spot of the Week: Director Jake Scott, Paramount Brand Studios “Make Your Gameday Epic” In “Gladiator II”-Inspired Pepsi Spot
Nearly 20 years after Pepsi’s “Roman Empire” made its mark on pop culture, the brand is returning to the arena with a colossal Gladiator-themed campaign titled, “Make Your Gameday Epic™.” Celebrating the start of the 2024 NFL season and the highly anticipated release of Paramount Pictures’ Gladiator II in theaters on Nov. 22, this short film--directed by Jake Scott via RSA Films for Paramount Brand Studio features Megan Thee Stallion, as Empress Megan, leading a legion of NFL superstars turned Gridiron Gladiators, including Josh Allen, Derrick Henry, Justin Jefferson and Travis Kelce, locked in an epic battle with ice-cold Pepsi at the heart of the action. A brand-new gameday anthem from three-time, Grammy award-winning artist Megan Thee Stallion soundtracks the campaign. The unmistakable “boom, boom, clap” from Queen’s epic track “We Will Rock You” is featured on a fresh sample with cutting new lyrics from Megan. The new track became available on all major music streaming platforms, and ahead of Megan hosting the 2024 MTV VMAs last night (9.11), where the track and music-video inspired spot were heard and seen throughout the show. “I’m honored to follow in the footsteps of the legends who appeared in this Gladiator campaign 20 years ago and proud to have carved my own new legacy,” said Megan Thee Stallion. “Pepsi really brought the worlds of music, sports and entertainment together in a powerful way to set off the new NFL season.” The spot opens with Lamorne Morris and Jake Lacy peering into a can of Pepsi Zero Sugar as it transforms into a colosseum. Empress Megan calls the shots, and the royal roster of NFL players are at her command as they all vie for her favor and a sip of an ice-cold Pepsi... Read More