Microsoft Australia Launches AI Copilot+ PCs Campaign with Jane Lu and Giant Squid

Here’s a summary of the new Microsoft Australia campaign for AI-enabled Copilot+ PCs launched with Giant Squid and featuring Jane Lu:
Overview:

• Brand Ambassador: Jane Lu, founder and CEO of Showpo, entrepreneur, Shark Tank judge, and business mentor, known online as "The Lazy CEO."
• Core Concept: The campaign plays on the “Lazy CEO” persona, highlighting the notion that AI tools like Copilot+ PCs allow users to do difficult tasks easily, thereby “working smart, not hard.”
• Campaign Genesis: The campaign started organically on social media when Jane Lu posted about a damaged laptop, prompting Microsoft’s Chris Bright to send her a new Lenovo Copilot+ Laptop PC. Jane shared this experience online, generating buzz.

Key Creative:

• “Day in the Life” Film: Starring Jane Lu, the film shows her using a Copilot+ PC through various smart AI-powered features—live French translation on video calls, instant file recall, help with shopping memory, and long battery life for entertainment.
• Main Message: Smarter AI tech can help users “Level Up” their productivity, freeing them from repetitive tasks and empowering them to do more, efficiently.

Campaign Details:

• Channels: The rollout covers digital, social, influencer, earned media, TV, online video, OOH, press, and owned/even channels.
• Agency: Creative and production duties handled by Giant Squid.
• Theme: “Work Smarter, Live Lazier”—turning the idea of laziness into a productivity superpower.

Quotes:

• Microsoft’s Chris Bright: “We want to empower every person and organisation to achieve more, by being more productive. Copilot+ PCs bring the power of AI to where you are every day.”
• Giant Squid’s Dennis Spring: “Work Smarter, Live Lazier” became the “monster impact” idea, with Jane Lu’s personality and brand perfectly fitting the campaign message.
• Jane Lu: Called the partnership “exciting” and “a perfect alignment with my brand and approach to business,” commending the campaign and the Giant Squid team.

Looking Forward: This is the first campaign under the new Microsoft Copilot+ PC Commercial brand in Australia. More content and creator partnerships are expected to roll out throughout the year.
Source & Full Details: Campaign Brief

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Source: Campaign Brief Microsoft Australia launches new campaign for AI-enabled Copilot+ PCs via Giant Squid