Achieve more with less effort.
Microsoft Australia is working with founder and CEO of Showpo to advertise its Copilot+PCs in a new campaign via Giant Squid.
Lu aims to show how smarter AI-powered tech empowers users to achieve more with less effort.
“Jane might be famous as the Lazy CEO, but as anyone who knows her would testify, she is anything but lazy—she’s an optimiser,” Microsoft Device partner sales lead Chris Bright said.
“At Microsoft we want to empower every person and every organisation to achieve more, by being more productive.
“Copilot+ PCs bring the power of AI to where you are every day, right in front of you, learning about you and helping you optimise every aspect of your day.”
The work is the first under the new Microsoft Copilot+ PC Commercial brand in Australia, with more content, creator partnerships and brand moments to roll out throughout the year across TV, online video, OOH, press, digital and social channels, along with owned channels and events.
“AI is such a game-changer—but ultimately people just want to know how it can make their lives easier,” Giant Squid executive creative director and founder Dennis Spring.
“We asked ourselves: What if laziness was a productivity superpower? That led us to Work Smarter, Live Lazier as our monster impact idea for Microsoft.
“In Jane’s authentic, unfiltered social personality and her Lazy CEO philosophy, we found the perfect fit: smart, successful, tech-savvy, energetic, fun and always looking for smarter ways to do things.
“She put so much of herself into the campaign—we couldn’t think of a better partner.”
The campaign rolls out across digital, social, influencer, and earned media.
“Partnering with Microsoft is very exciting—and it’s such a perfect alignment with my brand and approach to business,” The Lazy CEO Jane Lu said.
“Working on this campaign was so much fun and the Giant Squid team was brilliant.
“As a business owner, I’ve collaborated with many brands and agencies—this was honestly one of the best experiences I’ve ever had. We’re looking forward to bringing you more!”
Campaign Credits:
- Client: Microsoft Australia
Client Lead: Chris Bright
Channel Partners: Lenovo (Device Partner), Ingram Micro (Distribution Partner)
- Brand Partner: Jane Lu (The Lazy CEO) & Jemma McKenzie
- Creative Agency & Production Company: Giant Squid
- Executive Creative Director: Dennis Spring
- Content & Delivery Director: Malcolm O’Brien
- Producer: Alex Protopapa
- Director: Davros
- Cinematographer: Cesar Salmeron ACS
- Gaffer: Steve Schofield
- Sound Recordist: Dante Florez
- Sound Designer: John Vella
