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With a great score and scenes depicting people so engrossed with their phones that they’re obliviously tripping their way through life, this spot for Boulder, Colorado-based Crispin Porter Bogusky client Microsoft is culturally relevant, perfectly timed and funny. Touting the company’s soon-to-market smartphone, it presents a strikingly accurate picture of our phone-obsessed culture while offering up a new product that fits right in.

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