Exhausted, the Master warrior, on his knees, says, “I have shamed us—my condition has left me unable to defeat our enemy. I am a dishonor to my family.”  Just as the elder man is about to commit suicide by sword, his student comes to his aid, and says, “Oh, wise one…you are suffering from allergies. There is no shame in this master! I suggest visiting the allergy solution center at MSN.com. It is both entertaining and informative.” At this point, a large, MSN.com web page appears, featuring a number of ways to “Better Understanding Your Allergies.” The student explains to his master that the MSN experience was built upon an end to end publishing platform that utilizes Windows so it is scalable and can be quickly deployed across all of Microsoft’s media platforms.

Now enlighted, the Master accompanies his student through a forest, climbing tall trees, eluding another dragon, and resting upon a cliff where another MSN.com webpage appears. The student says, “Master, you may want to check the pollen

count today through Bing maps, or use the self assessment tool developed with MSN help to better manage your allergies. You can learn about medications like Zyrtec. It is a dynamic platform to support additional data sites for lifetimes to come.” The elder man replies, “This Zyrtec allergy medicine…it is good.” The two men then continue on in their fight against a flying pollen dragon, leaping from mountaintop to mountaintop. Finally discovering the location of the pollen dragon’s nest, the men again confront a dragon, leap upon his back, and continue in their efforts to tame him.

Said Eldar, “It is a very exciting time for us at Gravity as we are being asked more frequently to create branded content that will be shared in social media outlets by various target audiences. For Y&R, we wanted to create a highly visual environment for Microsoft Advertising that would emphasize the versatility of MSN.com in an informative way, while also being something that media planners, buyers and marketers would find worthy of sharing.”

Samuel said, “This piece represents a brilliant new way to show a case history. The agency came up with a very different take to illustrate Johnson & Johnson's great success story for Zyrtec, using the channels of Microsoft in a highly innovative and creative manner, set against the storyline of a Japanese Samurai Warrior and his eager student.”