Panay Films launch Watch Me for Microsoft Copilot
Microsoft is leveraging one of the biggest consumer moments of the year, the Super Bowl, to broadly launch Microsoft Copilot, your everyday AI companion.
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With Copilot and the power of AI, ideas become action, the impossible becomes possible, and hopes become reality. Copilot is available to anyone, anywhere, on any device.
Evolving its “Empowering Us All” position, Microsoft is showcasing how individuals can benefit from access to AI via Copilot with their new Watch Me campaign, demonstrating that AI is not some ethereal future thing, but a capability that is here, now and for everyone. With the power of Copilot, “I can’t”… becomes “Watch Me”.
The ad features a gritty look at people living their everyday lives against a backdrop of hurdles, challenges, and unfulfilled dreams. “I’ll never open my own business” or “I’m too old to learn something new” becomes “Watch Me”; watch me defy expectations and leverage the power of this new technology to achieve my dreams.
Credits
powered by
- Agency Production Company In-House
- Production Company Panay Films
- Director Bradley Stonesifer
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Credits
powered by
- Agency Production Company In-House
- Production Company Panay Films
- Director Bradley Stonesifer
- President/Founder/Creative Director Andrew Panay
- Head of Creative Brian Klugman
- Executive Producer Nate Tuck
- Editor Bill Chessman
- Director David Palmer
- Global Creative Director Sven Seger
- Creative Director Ron Sasaki
Credits
powered by
- Agency Production Company In-House
- Production Company Panay Films
- Director Bradley Stonesifer
- President/Founder/Creative Director Andrew Panay
- Head of Creative Brian Klugman
- Executive Producer Nate Tuck
- Editor Bill Chessman
- Director David Palmer
- Global Creative Director Sven Seger
- Creative Director Ron Sasaki
The Watch Me campaign builds on the “Empowering Us All” position, first introduced on the Super Bowl 10 years ago, and represents the latest chapter in our mission to empower everyone, everywhere, to achieve more.
Kathleen Hall, Chief Brand Officer, on campaign: "The spirit and soul of Microsoft has always been rooted in empowering the individual. We all have dreams, from the small to the big and daunting, that we aspire to accomplish, and Copilot can help bring them to reality."
Andrew Panay, CEO, Panay Films: "We’ve always been inspired creatively by the Microsoft brand because they have a strong ethos and incredible people working for them, both of which are only matched by the brilliance of their technology. Microsoft empowered us from the very beginning of our work together over 12 years ago to be ourselves and the storytellers that we are, just as they empower people around the world. They truly are the empowerment company, and it's great to be a part of that ethos and the company's fabric as we continue to collaborate with them to bring these real, human stories to life."
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