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MSN “Butterfly” 2003

MSN “Butterfly” (2003) is a MSN commercial for McCann Erickson. It won one award: Effie US 2003 Gold (Internet Products & Services).

A man playing a video game is surprised by a person in a butterfly costume, who offers gaming advice, linking to MSN's helpful features.

Video: MSN on YouTube

Frames

  1. A man plays video games on a console in his living room, while a person in a butterfly costume appears behind him.© MSN0:00
  2. MSN “Butterfly”, shot 1© MSN0:01
  3. MSN “Butterfly”, shot 1© MSN0:03
  4. MSN “Butterfly”, shot 1© MSN0:04
  5. MSN “Butterfly”, shot 1© MSN0:06
  6. MSN “Butterfly”, shot 1© MSN0:07
  7. MSN “Butterfly”, shot 1© MSN0:09
  8. The MSN logo and butterfly icon are centered on a light blue background with various MSN service names fading in and out.© MSN0:12

Stills © MSN. Made by McCann Erickson.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

MSN's butterfly mascot offers unexpected, quirky help in everyday situations.

Tagline: “How can the butterfly help you? Find out at MSN.com.”

mascot interactionunexpected helpergaming frustrationmeta-commentaryproduct personification

The cut

Length
15 s
One take
12 s in a single shot

What creatives use MSN “Butterfly” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of MSN “Butterfly”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man plays video games on a console in his living room, while a person in a butterfly costume appears behind him.© MSNMSN “Butterfly”, 0:01© MSNMSN “Butterfly”, 0:03© MSNMSN “Butterfly”, 0:04© MSN
    Frames from MSN “Butterfly”

  2. 02How a one-take commercial is built

    12 s in a single shot: you need to see how the camera and the action are staged, beat by beat.

    Open the spot and scrub the take moment by moment, with what happens in each beat.

    A man plays video games on a console in his living room, while a person in a butterfly costume appears behind him.© MSNMSN “Butterfly”, 0:01© MSNMSN “Butterfly”, 0:03© MSNMSN “Butterfly”, 0:04© MSNMSN “Butterfly”, 0:06© MSNMSN “Butterfly”, 0:07© MSN
    Length: 15 s · One take: 12 s in a single shot

  3. 03Ad ideas: every spot built on a mascot interaction

    Before you present an idea, you need to know who has done it, and how.

    MSN “Butterfly” is built on a mascot interaction. Search the library by idea to see every spot that uses it.

    OROS “125 Years”© OROSGeneral Mills “Portfolio Challenge”© General MillsChesapeake Bank “Crabcake”© Chesapeake BankGreat Wolf Lodge “Wand”© Great Wolf Lodge
    OROS · General Mills · Chesapeake Bank · Great Wolf Lodge

More from McCann Erickson

  • Washington State Lottery "Big Houses" (1996) commercial still© Washington State LotteryWashington State Lottery “Big Houses” 1996Dir. David Wild · McCann EricksonANDY Awards 1996
  • Xbox 360 "Water Balloons" (2006) commercial still© Xbox 360Xbox 360 “Water Balloons” 2006Dir. Frank Budgen · McCann EricksonD&AD Graphite Pencil 2006
  • Durex "Elevator" (2005) commercial still© DurexDurex “Elevator” 2005Dir. Dario Piana · McCann EricksonClio Awards Silver 2005
  • Cereal Partners "Northern Soul" (2015) commercial still© Cereal PartnersCereal Partners “Northern Soul” 2015Dir. Finn McGough · McCann EricksonD&AD Wood Pencil 2015
  • Marriott Hotel Singapore "Kidnap" (2004) commercial still© Marriott Hotel SingaporeMarriott Hotel Singapore “Kidnap” 2004Dir. KC Teo · McCann EricksonD&AD Wood Pencil 2004
  • AT&T "The Chief Executive's Wife" (1996) commercial still© AT&TAT&T “The Chief Executive's Wife” 1996Dir. Jonathan Glazer · McCann EricksonD&AD Wood Pencil 1996

Award-winning tech commercials

Questions

Which agency made MSN “Butterfly”?

McCann Erickson created it for MSN (2003).

What awards did MSN “Butterfly” win?

1 awards, including Effie US 2003 Gold (Internet Products & Services).

What is the tagline of MSN “Butterfly”?

“How can the butterfly help you? Find out at MSN.com.”

Sources for the credits and awards

web.archive.orgyoutube.com