• Advertising Age, Tuesday, October 16, 2012 2:50 PM

Microsoft, which broke TV ads for its new Surface tablet on Monday night, wanted to keep the identity of the creative behind the campaign a secret, reports Cotton Delo. The reason for the secrecy wasn’t exactly made clear, with Microsoft just saying that usual agency Crispin Porter & Bogusky wasn’t involved. But apparently nobody told director Jon Chu about Microsoft’s secrecy, because Chu went and tweeted about his involvement, a development first unearthed by Peter Kafka in All Things D (although he spelled Jon’s first name wrong!).  Kafka also noted that all this secrecy about the creative “should generate great interest among … a couple thousand people?”

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