Microsoft is giving retail stores another try, even after closing its only store at the Metreon in 2001. It plans a "small number" of stores, but did not mention locations or size.

The company is hiring Walmart veteran David Porter -- an expert at negotiating deals between the movie industry and the big-box retailer's expansive DVD sales division. Porter most recently worked at Dreamworks Animation, managing worldwide product distribution for their games and movies.

The stores apparently will be geared for sales and education about Microsoft's product line. Porter said, "I am excited about helping consumers make more informed decisions about their PC and software purchases, and we'll share learnings [sic] from our stores with our existing retail and OEM partners that are critical to our success."

If Microsoft is aiming to compete with Apple on a retail level, they seem to be omitting a key part of Apple's retail success: Service. The Genius Bar is arguably the most crowded area in Apple retail stores, with every store booking appointments well in advance. A Microsoft service bar for both PCs and Zunes could be a very popular destination. If Microsoft stores can offer a competent service experience for the vast diversity of PC hardware, they might have something.

Microsoft has a 20,000 square-foot "Retail Experience Center" in Redmond, on the company's corporate campus. The Center is designed to show how Microsoft products can be used in every corner of a business' operations: from the loading dock to the reception desk. It's unclear if it will serve as the model for Microsoft's new retail initiative.

[Via ifoAppleStore.]

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.

Microsoft has set aside $300 million for an ad campaign featuring once-funny comedian Jerry Seinfeld in a series of advertisements targeting Apple. [Insert "master of his domain" joke here. -Ed.]

According to the Wall Street Journal, Microsoft will pay Seinfeld $10 million to appear in a series of ads for its "Windows, Not Walls" campaign that will feature Seinfeld and Bill Gates, Microsoft's chairman. According to AdWeek, other highly-relevant comics like Chris Rock and Will Ferrell may also appear in the ads.

Wired notes that Microsoft's "choice of Seinfeld was an effort to avoid pandering to the kids with 'a celebrity that was too hip.'" Mission accomplished.

It's unclear why the titan even has to advertise; its highly successful Windows Vista and Zune media player products have dominated the landscape for ... I'm sorry. I just can't type anymore. I'm laughing too hard.

The campaign is due to launch September 4, and will be produced by MDC Partners' Crispin Porter + Bogusky. The agency is responsible for such memorable hits as Burger King's "Subservient Chicken" and Miller Lite's "Man Laws," the latter with Burt Reynolds. Will his star ever stop rising?

[via Macworld]