In 2013 I took up the challenge of joining the Microsoft team at CPB LA. As a lifelong Apple fan this was a huge deal. I knew it would't be easy to change devices and embrace the competition but it was a great challenge so I went for it. One of the first campaigns I worked on was the launch of the new Windows 8 devices. As a team of Apple fans we approached this project differently. We saw both sides and were able to be truly objective. Truth was Microsoft's Windows devices beat Apple's iPad hands down. So we had to show this.
We recruited Siri to bad mouth Apple in our Microsoft Windows 8 Campaign. The idea played into the iconic white demo Apple world but with a twist. It wasn't a familiar Apple Ad you we were seeing it was a Microsoft spot featuring a side by side with the Apple iPad and a Windows 8 device. In each spot Siri fell short to the Windows 8 device. All her imperfections and short falls were on full display against the Windows 8 devices. The campaign sent all the Apple and Microsoft fans crazy. Sales of the Windows 8 devices went threw the roof. The campaign is the best performing campaign in Microsofts history. Thanks Siri ;)