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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Source: http://www.youtube.com/watch?v=gBWPf1BWtkw

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Analysis / Opinion Odds and ends

Microsoft aired the second in its series of new ads featuring Jerry Seinfeld and Bill Gates, and unlike the first ad, we finally discover...

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twistedarts

At last! the end of M$ is at hand as well as that has been hack seinfeld! Bravo Microshaft and good riddance!

September 15 2008 at 4:02 PM Report abuse Permalink rate up rate down Reply

tardegrade

"[...] So if you think the ads suck, don't worry, you're not the target audience."

So the target audience is no one at all then?

Nice going.

September 14 2008 at 7:51 AM Report abuse Permalink rate up rate down Reply

lebea

I love this commercial. So funny. Great job by Gates and Seinfeld.

September 13 2008 at 7:59 PM Report abuse Permalink rate up rate down Reply

Ore Smith

The emperor is naked, dude.

September 13 2008 at 11:49 AM Report abuse Permalink rate up rate down Reply

Arru

No, it doesn't make sense. And it may be funny in the parallel universe where Seinfeld is funny, but that's still just funny...not promoting Windows Vista.

One thing I do get is that Microsoft would want to avoid mentioning anything substantial about Vista, since that only causes embarrassment. In that way the carry the plan to perfection.

September 13 2008 at 11:00 AM Report abuse Permalink rate up rate down Reply

Tom in Cal

Sheer genius. And I bet the next ad says "the wow starts now" right?

Gosh, those folks at MSFT and their ad agency pals are just so clever!

September 13 2008 at 4:08 AM Report abuse Permalink rate up rate down Reply

bhatnaturally

I think these ads are beginning to work because they aren't structured like the typical 30-sec 'Buy Me!' ads. They are more like regular entertainment on TV. The fact that its getting people to talk about Windows is a s success in itself. There are lots who like the advertising and subliminally such likeability will get transferred to the brand.

September 13 2008 at 2:30 AM Report abuse Permalink rate up rate down Reply

chickenator

wow, what TUAW has become, microsoft-licking weblog?

September 13 2008 at 12:33 AM Report abuse Permalink rate up rate down Reply

gmac

Hilarious ad. It's funny to see so many nay sayers here. "This is the stupidest commercial I have ever watched." Right... Yes, to be expected for a die-hard apple fan base. Kind of a radical bunch. I love macs and prefer them. But they're not the end all be all. I've had to take mine in for repairs 5 times over the past three years... MS isn't out to sell windows with this ad. It's a re-branding campaign people...

September 12 2008 at 10:49 PM Report abuse Permalink rate up rate down Reply

1 reply to gmac's comment

Still lame. Do not confuse PC with Microsoft. Hardware is hardware. Microsoft software sucks.

September 13 2008 at 7:03 AM Report abuse Permalink rate up rate down Reply

paulsboutique

One word LAME... ok two DULL er three..BORING... four.. NOT FUNY... six..ok a few lame jokes but hey all its a campaign to get people talking about mirosoft and not bagging it... it will and is already working...hey its appeared in a mac blog so there...
In my opinion Seinfeld is one of the most boring entertainers in the world, alongside Bill Gates....its all so XP.... IE dull, safe and in the past, where PC is stuck i guess.
I am not a huge fan of the MAC V PC ads either, sure they are funny but i reckon they need to drop them, its getting boring in a bully kinda way.

September 12 2008 at 10:44 PM Report abuse Permalink rate up rate down Reply

1 reply to paulsboutique's comment

paulsboutique

yeah i know funny has two N's

September 12 2008 at 10:47 PM Report abuse Permalink rate up rate down Reply