" \\r\\n<br><div id=\\"RegularArticle-ArticleBody-5\\" data-module=\\"ArticleBody\\" data-test=\\"articleBody-2\\" data-analytics=\\"RegularArticle-articleBody-5-2\\"><span class=\\"HighlightShare-hidden\\" style=\\"top:0;left:0\\"\\\/><div class=\\"InlineImage-imageEmbed\\" id=\\"ArticleBody-InlineImage-106913421\\" data-test=\\"InlineImage\\"><div class=\\"InlineImage-wrapper\\"><div><p>Microsoft Teams \\"Ticket to Toyko\\" campaign.<\\\/p><p>Microsoft<\\\/p><\\\/div><\\\/div><\\\/div><div class=\\"group\\"><p>A new ad for Microsoft Teams unveiled on Tuesday imagines what it might have been like to travel for the 2020 Tokyo Olympics. The ad shows people, who had canceled plans to go to Tokyo this summer because of the pandemic, receive a Teams virtual tour from Tokyo residents.<\\\/p><p>With the ad, <a href=\\"https:\\\/\\\/www.cnbc.com\\\/quotes\\\/MSFT\\" target=\\"_blank\\" rel=\\"noopener\\">Microsoft<\\\/a> is trying to drive a different kind of attention to Teams, its video and chat software that competes with <a href=\\"https:\\\/\\\/www.cnbc.com\\\/quotes\\\/WORK\\" target=\\"_blank\\" rel=\\"noopener\\">Slack,<\\\/a> <a href=\\"https:\\\/\\\/www.cnbc.com\\\/quotes\\\/ZM\\" target=\\"_blank\\" rel=\\"noopener\\">Zoom<\\\/a> and other services, even as people begin to return to work in the U.S. Teams <a href=\\"https:\\\/\\\/www.cnbc.com\\\/2020\\\/03\\\/18\\\/microsoft-teams-app-reaches-44-million-daily-users.html\\">saw a major increase<\\\/a> in usage while people worked from home during the pandemic. The spot aims to show that everyone, not just businesses, can use the product to connect.<\\\/p><p>The ad, part of a campaign called \\"Ticket to Tokyo,\\" will premiere during Friday's Opening Ceremony broadcast and run in the U.S. The company worked with its agency,\\u00a0<a href=\\"https:\\\/\\\/www.cnbc.com\\\/quotes\\\/IPG\\" target=\\"_blank\\" rel=\\"noopener\\">Interpublic's<\\\/a>\\u00a0McCann, on the campaign.<\\\/p><p>Microsoft isn't an official Olympics sponsor but has a history of advertising around the Games.\\u00a0The company is also working with NBC, which is airing the event, on Teams integrations to connect Olympic athletes with friends and family during the Games.<\\\/p><p>The ad comes after Tokyo 2020 sponsor Toyota <a href=\\"https:\\\/\\\/www.cnbc.com\\\/2021\\\/07\\\/19\\\/olympic-sponsor-toyota-withdraws-games-tv-commercials.html\\">announced it will not run Games-related TV commercials in Japan<\\\/a> amid faltering public support there for the Olympics. Toyota still <a href=\\"https:\\\/\\\/www.wsj.com\\\/articles\\\/toyota-scraps-plans-for-olympics-ads-in-japan-during-games-11626724605\\" target=\\"_blank\\" rel=\\"noopener\\">plans<\\\/a> to run ads in the U.S.<\\\/p><p>Tokyo is under a state of emergency as Covid-19 cases rise, and concern there has grown about additional cases \\u2014 and especially as numerous athletes and officials have been <a href=\\"https:\\\/\\\/www.wsj.com\\\/articles\\\/tokyo-olympics-covid-testing-athletes-officials-11626626865\\" target=\\"_blank\\" rel=\\"noopener\\">testing positive<\\\/a> upon arrival to Japan.\\u00a0<\\\/p><p>The Teams spot tries to give a glimpse into what travelers could have seen had they been able to visit. Olympics organizers <a href=\\"https:\\\/\\\/www.cnbc.com\\\/2021\\\/07\\\/08\\\/japan-olympics-committee-bans-spectators-following-state-of-emergency.html\\">banned<\\\/a> all spectators from the games earlier this month.\\u00a0<\\\/p><p>\\"The thing a lot of people love about the Olympic period is not just the sports, but the cultural exchange, how cultures and different people get together, and you learn about the country and the host country in particular,\\" Microsoft's Corporate VP of Brand, Advertising and Research Kathleen Hall said.<\\\/p><p>The Olympics has been a tricky proposition <a href=\\"https:\\\/\\\/adage.com\\\/article\\\/special-report-olympics\\\/5-things-brands-should-know-prepare-olympics\\\/2348866\\" target=\\"_blank\\" rel=\\"noopener\\">for some marketers<\\\/a> given public sentiment in some parts of the world and the fact that it will be held without spectators. Sports ratings have also faltered during the pandemic, with some expecting this year's games will <a href=\\"https:\\\/\\\/www.bloomberg.com\\\/news\\\/articles\\\/2021-07-20\\\/watch-tokyo-olympics-nbc-hopes-to-lure-viewers-despite-missing-athletes-crowds?sref=i3mD6rA5\\" target=\\"_blank\\" rel=\\"noopener\\">fall in step<\\\/a>.\\u00a0<\\\/p><p>Hall said the Olympics still provides a rare communal moment for viewers.\\u00a0<\\\/p><p>\\"For marketers, it's one of the last great opportunities to kind of have pretty significant, instantaneous, visible impact in a real quality environment,\\" she said.\\u00a0<\\\/p><p>Though Teams has been a staple for many workplaces during the pandemic, Hall said it will still remain popular as people return to the office.<\\\/p><p>\\"I think normalcy doesn't \\u2026 look like the way it was. I think normalcy is probably in the hybrid zone where you're going to have employees in virtually every meeting that some are there and some aren't,\\" she said. \\"So I think the need and the use of Teams \\u2026 will continue.\\"\\u00a0<\\\/p><p><em>Disclosure: CNBC parent NBCUniversal owns NBC Sports and NBC Olympics. NBC Olympics is the U.S. broadcast rights holder to all Summer and Winter Games through 2032.<\\\/em><\\\/p><\\\/div><\\\/div>\\r\\n\\r\\n<br><a href=\\"https:\\\/\\\/www.cnbc.com\\\/2021\\\/07\\\/20\\\/microsofts-2020-tokyo-olympics-ad-aims-to-show-teams-isnt-just-a-business-app.html\\">Source link <\\\/a>"