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College kids were flocking to Google Docs in droves. There were a few reasons. The first is that Google Docs is free. The second is that all the documents could live in the cloud and made collaboration simple. At the time, Microsoft was known for their legacy model where a customer bought a piece of software and installed it on a single computer. However, with Office 365, Microsoft was moving to a cloud-based subscription model. Their goal was to get college students back and ultimately make them loyal to Office products as they moved into their professional lives.
Young people weren’t listening to Microsoft at the time, so we knew we had to find someone that would help the message break through. That person was Aubrey Plaza. She was popular with the demographic, and she had a persona that you wouldn’t expect from Microsoft. She’s odd, sarcastic, and even a tad mean. It was that delivery that made the message more disarming to an audience who had frankly grown suspicious of Microsoft. A glossy production with a disingenuously happy spokesperson would have been exactly the type of ad that this audience would have skipped.