Filed under: Analysis / Opinion, Odds and ends
Microsoft airs second ad, campaign makes sense
Microsoft aired the second in its series of new ads featuring Jerry Seinfeld and Bill Gates, and unlike the first ad, we finally discover that the pair are trying to find out what life is like for the average person.
Since Gates "lives in a moon house over Seattle" and Seinfeld "has so many cars he gets stuck in his own traffic," the pair are living with a stereotypically average family in order to "connect with real people." Thus the theme of the campaign: "perpetually connecting." PC. Get it?
Mac developer Daniel Jalkut thinks the ads are genius: "They are so random, indeed so touchy-feely, that the universal reaction among the 'smart-asses' I know, is to declare them ridiculous, not-funny, and utter failures. [...] So if you think the ads suck, don't worry, you're not the target audience."
You Look Nice Today's Adam Lisagor adds a salient point: "If you smile even once, the Windows brand wins."
Thus the heart of the matter: The ads are not intended to sell Windows: They're ads to sell The Windows Brand. Think of it as The Soul of Windows. If, by the end of this campaign, we only think of Microsoft as the company with the weird ads, then Microsoft will have saved Windows' soul.
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Reader Comments (Page 1 of 3)
Kenneth said 3:37PM on 9-12-2008
You know what I like about the ads, they don't bash OS X. I think that's one thing Apple needs to limit doing so much. They need to tout the features of their product more, and let users find out that other products on the market don't do it. That said, some of the Windows bashing commercials from Apple are hilarious.
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Techtistic said 3:45PM on 9-12-2008
I second that. Also, it was more entertaining than the first.
Frank said 8:10PM on 9-12-2008
i agree that this was more entertaining than the first one, but the first one was just an intro to the main characters (as it were).
my main problem with this whole campaign is that they are using bill gates. don't get me wrong -- they pretty much HAVE to, because what else do they have? nothing! he's the one positive thing that all people (mac & windows alike) think of in connection to windows as an operating system. we mac people love to hate him, but we also can't deny his vision and insight in founding the company. and he's a geek that went on to incredible heights -- who doesn't admire that?
but here's where i dislike them using him: he RETIRED. he's moving on to other things! and now microsoft as a company are suddenly clueing in that, "hey, he's funny, he's personable in a really dorky way -- let's milk THAT!"
please. let bill move on. the thing is, this same campaign wouldn't work with ballmer, so they are stuck. i'll still watch the ads, maybe even like them, but i feel bad for bill that he can't just move on with his life now. he's paid his dues -- he shouldn't be carted out just because his company can't survive without him.
panzi said 11:57AM on 9-13-2008
The problem is that windows is so big, there is no way around comparing his products to it for a competitor. That said, I like OS X more than Windows, but I use Linux. ;)
ted said 3:38PM on 9-12-2008
Yeah, the problem is that I didn't laugh at all. They weren't funny. It's painful seeing Seinfeld basically lampoon his old act, and run through some badly written shtick. Had they gotten Larry David to write the ads, they might have been funny, and I might have then laughed. But they didn't.
After watching the ad, the only thing I felt was anger that I just wasted 4 minutes on a dumb ad from a out of tough philanthropist and an out of work comic.
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Geoff said 4:07PM on 9-12-2008
"If, by the end of this campaign, we only think of Microsoft as the company with the weird ads, then Microsoft will have saved Windows' soul."
Really? Really?? That's worth the millions, and actually saves the company's soul?
See, I don't care what a star Mac developer or ad guru tells me to think. I think the ads blow because--and I know we're only two ads into the campaign--so far, I think of Microsoft right now as the company with the ads that seem to go absolutely nowhere and leave me confused. And as of seeing the second one, they're not even interesting enough to make me care what's coming in ad #3.
Also, that makes me wonder if most people are thinking what my parents, brother and wife are thinking after watching the ads: "That was dumb/weird/pointless." I would think they, being at least casual Windows users and potential computer buyers in the near future, *are* in the target market.
I'm not bashing Microsoft either. I'd think these ads feel largely pointless and silly in an empty way if they were for Volkswagen or Coke or Sony.
Ethan said 3:39PM on 9-12-2008
But I don't define companies by their adverts.
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mikeym328 said 3:39PM on 9-12-2008
... very similar to Apple's own "Think Different" campaign featuring famous thinkers.
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Macmonster said 6:55PM on 9-12-2008
I do not see it as similar to the "Think Different" campaign. I have the Einstein wallpaper on my G4 PB because it makes me think of the Apple brand.
I find it more similar to brain freeze like you get from ice cream. If I have to think that hard or read 300 comments to see how other people analyze the ads then it is way beyond the guy who is going to go to Wal-Mart and plunk down his $300. He may laugh at the stupid PC guy on the Apple ad but he is going to turn the channel on the "PBS" version of computer brand advertising.
Fred said 3:44PM on 9-12-2008
I really don't understand why we can't get past this. If Windows is bad how come we have Boot Camp? And Vice Versa if Mac is so bad how come so many people are starting to use them (even as primary Windows boxes)?
Good for MS. Be successful.
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macxprt said 5:46PM on 9-12-2008
1. Mac users use boot camp because 90% of the world uses windows. it's not our fault that 90% of the world is wrong, but we do have to live with them.
2. Windows users go to Mac because they are tired of virus and spyware updates and scans consuming most of their day.
Fred said 6:32PM on 9-12-2008
You've made my point exactly. Aside from the spywayre thing what is really WRONG with Windows? I prefer my Mac, sure, but this is basically Ford vs. Chevy for geeks.
David Robison said 12:11AM on 9-13-2008
I disagree Fred. Windows is a poor user experience for many reasons: an interface that never shuts up (can I delete some icons? you have an update to install! Would you like a tour?...); little things turn into big things (add a hidden WiFi network, turn on the WiFi radio, eject a USB anything); try installing XP and see how many times you have to run Windows Update to get if fully updated; and the beat goes on.
Fred said 8:41PM on 9-13-2008
Point Taken :)
onedollarbill said 3:53PM on 9-12-2008
I for one like the new ads. As someone else mentioned they aren't the slanderous "Hi I'm a Mac, I'm a PC" campaign that once was funny and fresh, but now is getting a little long in the tooth. Bravo to MS for not taking the same approach and actually being clever on their series. I find myself looking forward to the next one just to see what will happen next.
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Mark said 4:14PM on 9-12-2008
Pretty entertaining. Probably the best move MS has made in brand advertising. I like them.
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Adam said 4:16PM on 9-12-2008
i have a windows and a hackintosh and i have to say i like mac better but i think these commercials are funny
I think theres an OS for everyone, people have different needs and wants they can pick what ever os they want
as for me and most everyone else here that os would be mac
but dont flame people for likeing windows, everyone has their opinion
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paul said 4:33PM on 9-12-2008
I am not new to the Mac or PC market, in fact I am IT guy for both platforms and I have to say that I love these new ads. They have me laughing through the entire 5 minutes. Love the Grandma and also when Gates does the robot "Ok, power down"!
The point as mentioned above is to connect with the people and maybe I'm crazy, but I think there is some symbolism too. That symbolism is that everyone is stuck in their old ways with XP and something new is on it's way that will help bridge the gap between XP and whatever it is that is on it's way (Windows 7?).
Obviously the ads are working because of the amount of buzz it's creating. Remember there is no such thing as bad press, just as long as your in the press.
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XIV said 4:36PM on 9-12-2008
I actually liked this one and it made me laught. The first one was weird.
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Darren said 5:22PM on 9-12-2008
You comment made me laught.