SectorRetail brands and Technology brands
A holiday truce in the spirit of good tidings and subtle branding
If only all wars were so easily settled. On Nov. 16, a team of hand-selected Microsoft employees walked to Apple’s flagship store on 5th Ave. in New York to sing a song of peace, specifically "Let There be Peace on Earth." Luckily, Apple responded better than McDonald’s did when Burger King made a similar proposal of unity. There were hugs; good feelings; and, of course, a resulting commercial, courtesy of McCann Erickson’s M:United. A 60-second spot will air on TV starting Dec. 3, and a 2-minute video will live online.