Microsoft was introducing the Windows Home Server. It’s a product that does stuff with computers. It’s complicated. And a little geeky.

We created a family issue out of Windows Home Server, calling it the “Stay-at-Home” Server. The campaign draws parallels between the server and fathers who choose to stay at home, which talks to the target in terms they understand – the conflict between work and home. The debate is delivered through a TV news show called “America’s Talking.” America’s Talking segments are highlighted in online ads, print ads, and films on the stayathomeserver.com website. We also created an informative children’s book that helps families explain to their children why there is a server in the house.