Usually, when Microsoft plans a big launch it hands the ad duties to one of its major agency partners: Crispin Porter & Bogusky, Deutsch or Razorfish. Combined, the three agencies do most of the creative work on Microsoft's $1.9 billion ad account.
But not for Surface.
The first online promo video for the product was made by 22-year-old Caleb Slain, a relative unknown in the ad world. "I've had no direct contact within the agencies at all," he told us.