During this year’s Golden Globe awards ceremony, America’s technology giant and sponsor of the Golden Globe event Microsoft introduced new series of commercials under a new tagline: ‘Be What’s Next’. As a long-time sponsor of the event, Microsoft had ability to bring its ads to the viewers during the broadcast. But what’s special about this year’s ad series is that the newly-unveiled spots directly reference the context of the Globes by showcasing future actors who talk about their commitment to their dream of pursuing the career of an actor.

Image courtesy:  www.hollywoodreporter.com

Last year, Microsoft set up a casting for undiscovered actors to shoot materials for the future commericals. The invitees were asked to talk about their passion, aspirations and challenges they face on their way to success. The results are two 30-second videos, one for Bing and one for the Windows Phone produced by Crispin Porter + Bogusky ad shop.

The new ads are filled with enthusiasm and clearly communicate the following message: Microsoft products may open new possibilities. But it’s up to people to discover and make the most out of both the products and the possibilities.

Gayle Troberman, Chief Creative Officer at Microsoft, said: «All our products help you achieve what you want to achieve, which our tagline symbolizes. And the Globes are about celebrating that big moment when people have achieved their goals — whether for the first time or the 10th time.»