26: The Break-Up

The Break-Up' is about the relationship between an advertiser and a consumer. They've agreed to meet in a restaurant. The man's feeling perfectly happy, until the woman makes a painful announcement: she wants a divorce. In the course of their conversation she makes it clear to him why she is leaving him. And he makes it very clear that he doesn't have an empathic bone in his body. At the end of the movie the woman walks away disappointed but determined. The advertiser stays behind alone.

Microsoft Digital Advertising Solutions wanted to make this movie because: “We want to try and tell that digital media is not about technology but about quality of communication, about the interaction between 2 people. There is no better medium than a movie to symbolize the one-to-one communication between people, in this case between an advertiser and a consumer.”

“We wanted to do this movie to really debate with our partners and marketers the changing relationship between advertisers and consumers. We are always discussing the changing media landscapes, how consumers have changed and how advertisers need to redefine how they connect with them and we wanted to really bring the subject to life and walk the walk in terms of new ways of connecting. We want to be able to use the movie online but also at every point in face-to-face interactions with our customers to open up conversations about how media is changing and of course we then want to go on to discuss how we can partner with them in this area."

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