The technology giant's brand spots will reference the awards by pre-congratulating "the Golden Globe winners of the future."
NEW YORK -- The Golden Globes don't just provide a big stage for established and up-and-coming Hollywood stars.
During the awards telecast's commercial breaks, technology giant Microsoft will also run ads that will put the spotlight on the hopes and struggles of a handful of undiscovered actors and -- through their stories -- on its new brand tagline, "Be What's Next."
Microsoft has run ads during the Golden Globes show before. What is unique about this Sunday's two brand spots though is that they mark the first time that the new tagline will appear in national TV commercials and that the spots directly reference the context of the Globes.
Microsoft put out a casting call to undiscovered actors and asked them to talk about their struggles, aspirations and passion. The results are two 30-second spots, one for Bing and one for the Windows Phone, that show the aspiring talents discussing their real-life experiences and hopes. The themes of the spots are "decisions" and "commitment."At the end, each spot shows one talent and the lines "You don't know them. But you will." A voiceover then says "Microsoft pre-congratulates the Golden Globe winners of the future" ....
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