Do canines dream of flying airplanes?
Most dog owners will have wondered what their pet dreams about when they lie on the sofa with their paws twitching. To answer that eternal question, Microsoft has taken a rather fancy flight with a celebratory ad showcasing canine dreams full of action and adventure.
In the film, the family dog Rufus vies for attention as his humans are distracted from their laptops, cell phones, and tablets. With no stomach ache, he takes a nap and enters an imaginary realm where he and his friend fly planes with Microsoft Simulator, romp through Minecraft worlds – as pixelated versions of themselves – host video calls and play Halo.
Microsoft even hired the Blockworks design studio to create Dogtopia in Minecraft, which is filled with bone-shaped trees, a hydrant well, and Mount Rushmore a puppy dog.
It's all joyously silly, and even if you're not a dog lover, you have to admire the brand's dedication to detail and a willingness to make fun of their own products.
Agency: McCann New York
CCOs: Sean Bryan, Tom Murphy
Global ECDs: Shayne Millington, Piper Hickman
Creative Directors: Ferdinand Daniele, Stephanie Cajucom
Creative: Gabie Fleischer, Jessica New, Gonzalo Hergueta, Yung Lee and Malik Dupree
Production company: Biscuit Filmworks
Director: Noam Murro