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Microsoft Snubs Ad Agencies In Favor Of This 22-Year-Old For Surface Tablet Launch Video

• http://www.businessinsider.com, Jim Edwards
 The company needs a hit product to ensure Windows 8 doesn't get left further behind Android and iOS in the mobile operating system wars.

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.

"Ours was originally supposed to be a product showcase by myself and Keith Rivers [of Seattle-based Keith Rivers Films]." Such videos aren't supposed to go viral, they're intended just to show people in the trade how the product looks.
 
 

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