Seinfeld, Gates 'connect' with regular folks in new Microsoft ad

[AppleInsider]

The commercial series 'about nothing' featuring Bill Gates and Jerry Seinfeld continued Thursday evening with a new segment seemingly about something: Microsoft's ability to 'connect' with ordinary people.

The four and half minute extended skit can be seen below. It's been reported that Microsoft has agreed to pay Seinfeld approximately $10 million for his role in the ads, which are said to be just one facet of a massive $300 million advertising campaign on the part of the Redmond-based software giant aimed at cleaning up the tarnished image of Windows Vista.

In an email to employees recently, Microsoft chief executive Steve Ballmer also revealed that the company will be changing the way it works with hardware vendors to mimic the experience offered by Apple in which there will be "absolutely no compromises."

"In the competition between PCs and Macs, we outsell Apple 30-to-1. But there is no doubt that Apple is thriving," Ballmer wrote in the email. "Why? Because they are good at providing an experience that is narrow but complete, while our commitment to choice often comes with some compromises to the end-to-end experience."

To this end, Microsoft said it plans to deploy Gurus -- essentially clones of Apple Geniuses -- to approximately 155 Best Buy and Circuit City retails by the end of the year.

[ View this article at AppleInsider.com ]

[melgross]

Honestly, I have to admit the Ads are kind of cute, and are funny at times.

But, I suppose they're trying to duplicate the Seinfeld show, which was as they themselves said, about nothing.

The Ads also seem to be about nothing.

Unless they get more focussed later on, I just can't see what good they will do.

And I'm trying to look at this seriously, as a former Ad man, without making the usual Microsoft jokes.

[sandau]

I don't see any Vista promotion at all. I don't get it.

On the other hand, it was fun to watch, kind of like the 'internal' MS videos.

[Cavallo]

They're still working overtime to polish that turd, aren't they?

[Zaphodsplanet]

They should really fire their ad agency. While the ads are kind of dorky/cute.... they completely miss the mark. Just more proof that MS doesn't give a crap about it's users..... and why I, Thank God.... USE A MAC!

Just another half-ass attempt by microsoft to be cool. Which will never be the true no matter how many billions of dollars Gates spends. If he actually gave a crap about the POS product (software) his company put out then maybe he'd have a chance. Gates is a great marketer and seer of opportunities.... but he's selling a Yugo in a Honda box..... It's always been that way... and I suspect it always will be.... Until they start seeing a major drop in market share then maybe they'll wake up.

[Panu]

Okay, so Jerry meets Bill in the shoe store and takes him home to meet the family. Notice that Jerry has no wife. I can't wait to see who's invited to Bill and Jerry's wedding in California.

[iCarbon]

I have to admit that the mass hating on a pretty awesome ad campaign is a bit silly.

To be honest, I think that this may be the best product MS has put together in 10 years (not that I'm thinking of anything from ten years ago)... I really like the ads, they're much more fun than some hyperactive nutjob screaming about his furniture and eating raw onions (don't ask, but they're real ads).

[Restalot]

Must... Buy.... PC....

[paxman]

Originally Posted by iCarbon

I have to admit that the mass hating on a pretty awesome ad campaign is a bit silly.

To be honest, I think that this may be the best product MS has put together in 10 years (not that I'm thinking of anything from ten years ago)... I really like the ads, they're much more fun than some hyperactive nutjob screaming about his furniture and eating raw onions (don't ask, but they're real ads).

I concur - there is no requirement to hate this campaign out of hand. I was not crazy about the first ad but it was quirky enough to be interesting. The fact that it didn't mention Windows makes sense - they don't need to to. As an intro to the characters it served the second instalment well. The full length version of the second ad is really good. Really well done and very funny. Seinfeld is clearly developing into the MS version of Mac and Gates obviously the MS version of PC. I like that Gates was slightly grumpy and aloof. I like that they play themselves. I love the way they mix with the family. The whole thing is endearing and absurd. The point of this campaign is NOT to sell Vista or MS directly. I am absolutely certain that by the end of the campaign A LOT of people will have a different attitude to MS and what it stands for. In terms of Apple - I suspect the campaign might succeed at making people a tad more cynical about the present Apple ad campaign which essentially paints Apple as god's gift to mankind. Having seen the beginnings of the new MS ad campaign I feel the Apple campaign might soon soon look a smidgen long in the tooth. I totally agree with iCarbon - this is probably the best product MS has produced in a very long time. I would wait a little before attacking the campaign too aggressively if I were you. Give it a little time.

[Magic_Al]

Are these "regular folks" who use Windows instead of Mac the same people who choose Leno over Letterman, and McCain over Obama? When did mundane become better than elite?

[IQatEdo]

Originally Posted by melgross

Honestly, I have to admit the Ads are kind of cute, and are funny at times.

But, I suppose they're trying to duplicate the Seinfeld show, which was as they themselves said, about nothing.

The Ads also seem to be about nothing.

Unless they get more focussed later on, I just can't see what good they will do.

And I'm trying to look at this seriously, as a former Ad man, without making the usual Microsoft jokes.

I think that you are right, they are simply building a 'brand' awareness right now for the 'Bill and Jerry show', inoffensive and humorous and ready to lead into more overt messages later on. Notice the reflection at the conclusion of each one, this time it was Seinfeld saying something like:

'Bill, you've connected over a billion people - I can't help wondering what's next, ...'

We can!

All good fun.

[tomkarl]

Originally Posted by paxman

I am absolutely certain that by the end of the campaign ALOT of people will have a different attitude to MS and what it stands for.

... and then those users will go and use their error ridden pc.

Cute commercials (NOT! imho) do not make software that runs.

[Virgil-TB2]

Originally Posted by AppleInsider

The commercial series 'about nothing' featuring Bill Gates and Jerry Seinfeld continued Thursday evening with a new segment seemingly about something: Microsoft's ability to 'connect' with ordinary people....

I think it would be more fair to say that this is what the entire series is about, not just this second one. It's clear for instance that the first advertisement positioned Seinfeld and Gates as just like "ordinary" folk (they like bad food, shop at discount stores, and dumb enough to mix up the names of the planets etc.).

To me, this second one is (although funny in parts) less successful as an ad and a bit off message. While they explicitly state their purpose in this one (to "connect"), they don't actually seem to do so. They come off as arrogant and distant from the family that eventually throws them out.

The only thing I found especially delicious about this ad is that it feeds right into Dvorak's interpretation of the first ad as being about "kinky sex." There is yet another leather reference, and Jerry and Bill are now sharing a room that appears to have a single (pink!) bed.

[Virgil-TB2]

Originally Posted by Magic_Al

Are these "regular folks" who use Windows instead of Mac the same people who choose Leno over Letterman, and McCain over Obama? When did mundane become better than elite?

Well "mundane," "ordinary," and "regular" here are all actually code words for "dumb." It is a negative, it's just dressed up in PC language.

Just as any smart, educated person would in the absence of any other driving factors pick a Mac over a PC, and Obama over McCain. There is no logical or "smart" argument that can be made for doing otherwise. You will also hear Mac users referred to as "sophisticated" users sometimes, which is similar code for "smart and capable."

These advertisements are a bit offensive to me, but they get away with it because they are aimed at folks that likely won't "get" the fact that they are kinda being made fun of. It's like MS is saying ... "Hey, your not so smart, your not rich, your life kinda sucks in many ways. So you're one of us!" (and should by association use MS products, which are made for folks like you.)

[mr O]

Originally Posted by paxman

I concur - there is no requirement to hate this campaign out of hand. I was not crazy about the first ad but it was quirky enough to be interesting. The fact that it didn't mention Windows makes sense - they don't need to to. As an intro to the characters it served the second instalment well. The full length version of the second ad is really good. Really well done and very funny. Seinfeld is clearly developing into the MS version of Mac and Gates obviously the MS version of PC. I like that Gates was slightly grumpy and aloof. I like that they play themselves. I love the way they mix with the family. The whole thing is endearing and absurd. The point of this campaign is NOT to sell Vista or MS directly. I am absolutely certain that by the end of the campaign A LOT of people will have a different attitude to MS and what it stands for. In terms of Apple - I suspect the campaign might succeed at making people a tad more cynical about the present Apple ad campaign which essentially paints Apple as god's gift to mankind. Having seen the beginnings of the new MS ad campaign I feel the Apple campaign might soon soon look a smidgen long in the tooth. I totally agree with iCarbon - this is probably the best product MS has produced in a very long time. I would wait a little before attacking the campaign too aggressively if I were you. Give it a little time.

… well said paxman! It is not about the product, but about perception! These ads are so subtle that they will eventually undermine Apple's bragging Mac man vs PC man campaign.

Remember Apple's "think different" campaign in the mid nineties?! It was right before the iMac and iPod era.

[Wally]

Originally Posted by paxman

I concur - there is no requirement to hate this campaign out of hand. I was not crazy about the first ad but it was quirky enough to be interesting. The fact that it didn't mention Windows makes sense - they don't need to to. As an intro to the characters it served the second instalment well. The full length version of the second ad is really good. Really well done and very funny. Seinfeld is clearly developing into the MS version of Mac and Gates obviously the MS version of PC. I like that Gates was slightly grumpy and aloof. I like that they play themselves. I love the way they mix with the family. The whole thing is endearing and absurd. The point of this campaign is NOT to sell Vista or MS directly. I am absolutely certain that by the end of the campaign A LOT of people will have a different attitude to MS and what it stands for. In terms of Apple - I suspect the campaign might succeed at making people a tad more cynical about the present Apple ad campaign which essentially paints Apple as god's gift to mankind. Having seen the beginnings of the new MS ad campaign I feel the Apple campaign might soon soon look a smidgen long in the tooth. I totally agree with iCarbon - this is probably the best product MS has produced in a very long time. I would wait a little before attacking the campaign too aggressively if I were you. Give it a little time.

Not everyone is hating this campaign "out of requirement". Some people actually don't like the campaign because it doesn't express much at all. "Give it a little more time" is something that that you don't say about any successful ad campaign. The whole point is to express your message concisely within the time you have. Now granted there are funny ads out there that don't address a company's product or service every time (like the Caveman ads for Geico) - that's because they have spent years drilling their message into people - now it's just a matter of keeping the name out there, and having everyone talk about them.

These ads though aren't that funny. The first one felt extremely lame and this one, while it had it's moments was pointless. I had this nagging "get to the point" feeling throughout. Plus, the whole Jerry Seinfeld treating Bill Gates like the Steven Hawking kind of super-genius seems a bit over-the-top, kind of like Bill paid $300m to tell everyone how smart he is (I know that's not the actual case, but that's the way it comes off to me).

Anyhow, I just don't see how this is supposed to make everybody feel better about Vista. I think the reason for that is because they haven't done anything different to Vista (like fix some of the problems).

[mcloki]

These ads just get one viewing. After you've seen one do you really need to see it again. They try way to hard to be liked. And Gerry isn't that funny in the ads and Bill can't deliver a line.
The "gimme a sign" motif at the end may have some potential, but in the end.
It's a lot of money to spend on being mundane.

THe only funny thing, and I mean funny sad, is the fact that they're spending 300 million on this campaign.

[aaka]

With what? I think this sitcom is going to be cancelled.

[iPilya]

I keep on reading people question on where the "vista" tie-in is on these ads. Well... the fact is... and I think its rather obvious from a marketing stand point that these ads are not about a product per se... but rather about a shift in the image perception of Microsoft itself.

From all that was talked about before the first was released, I too expected a more 'vista' focused assault....

All in all I am not so sure this campaign will succeed because I believe that the Microsoft image is so set that its going to take a much more global effort that includes product re-focusing and long term product successes to win the battle.

[Foo2]

Gates needs a physical trainer.

[Wally]

Originally Posted by mr O

… well said paxman! It is not about the product, but about perception! These ads are so subtle that they will eventually undermine Apple's bragging Mac man vs PC man campaign.

Remember Apple's "think different" campaign in the mid nineties?! It was right before the iMac and iPod era.

Right. So people bought the iPod because of.... perception?

It's one thing to come out with a campaign to increase or improve people's perception, but if the product doesn't back it up - what's the point? Why this campaign seems so ridiculous is because Microsoft said that they need to counter Apple's marketing campaign. What has helped make Apple's campaign successful is that the products live up to the commercials.

Apple's ads have contrasted the ways Mac's work to the PC. Now that a lot of people have access to a Mac store (or equivalent), they can go and check them out for themselves. Microsoft has achieved it's customer base by being the default system on most computers available on the shelf. It's rare that someone walks into a Circuit City or Walmart and asks for a computer with Windows. Mac users on the other hand are users by choice which involves jumping a few hurdles at times, but people do it because they trust the product. Microsoft is attributing Apple's success to "good marketing" and so are trying to counter with good marketing on there own. I don't see that it's "good" yet, but in order for Microsoft to successfully change people's minds about their products, they will need to improve them tremendously.

[Wiggin]

I can't help but wonder who their target audience is? I would think they'd want to target the teens and twenty-somethings. The future generations of computer buyers. I've only seen the first commercial (and can't view the 2nd one online from my current location), but it completely misses that demographic. Seinfeld is old news. It's barely in reruns anymore (at least on the channels I normally surf). If you are under 30 you didn't grow up watching Seinfeld. They just looked like a couple of old geezers in the first ad. Sure, it was cute at all; and maybe the series of ads will eventually lead to something more relevant. But I'm having a hard time seeing it.

[Cory Bauer]

While this does nothing to convince me Vista doesn't suck, it is very, very funny. I think Bill's been taking some acting classes.

[wheelhot]

I think Gates and Seinfeld should have a sitcom together rather then making ads.

The adventures of Gates, former richest man and Seinfeld, former comedian. Two thumbs up

[wbrasington]

These are not supposed to be funny.
On that, they are as expected.

They are trying to be folksy and cute.
On that, they are as expected.

What they are not, is enjoyable.
At least to the extent anyone will watch them twice.
I can't imagine anyone that would notice this commercial as it starts, and say to everyone in the room... "Shhh, watch this..... you gotta see this."
Something other memorable commercials like Apples, or others in a long line of "where's the beef" or "I can't believe I ate the whole thing" or "Less filling:Tastes Great" ads.
In fact, I suspect in five years schools that teach advertising that already review those campaigns will list this one under the category of either "failed" or "campaigns run for public interest and not to sell a product".

This is failing on so many levels to do what is intended(respond to Apple) that it boggles the mind.
If they keep running "Run only once" ads, most of the people they target will see a small percentage of the ads and not even be able to piece together the story.

If Microsoft wants to make any headway by hiring a bunch of "Gurus" to fix the problems both perceived and real with Vista...... they going to have to hire more than a couple for each state in the united states. They're going to have to hire one for each customer they have.

Apple has another name for their Guru's. They call them happy customers.

[eldernorm]

Originally Posted by mr O

… well said paxman! It is not about the product, but about perception! These ads are so subtle that they will eventually undermine Apple's bragging Mac man vs PC man campaign.

Remember Apple's "think different" campaign in the mid nineties?! It was right before the iMac and iPod era.

Hmmm, I am not too sure I agree with you but I am more than willing to see how the ads progress.
:-)

We, here, need to remember that, for the most part, we are NOT TYPICAL pc users.!!!!!!!!!

Like the people in the film, the typical user gets their news thru TV and the infomercial type news. And that is where they heard that VISTA sucks. So, I think that the agency is trying to reach those same people (who buy millions and millions of HP and other PCs) the same way.

Maybe, "Bill Gates is a smart guy that is making a good product for you. Trust him, he is good, like you. "

BIg ad agencys usually do their home work. But keep in mind that the customer is MS and we are not sure what kind of message MS is trying to send.


Cute commercials so far. Weird but cute.

Just a thought.
en

[jeffharris]

Originally Posted by Wally

Right. So people bought the iPod because of.... perception?

It's one thing to come out with a campaign to increase or improve people's perception, but if the product doesn't back it up - what's the point? Why this campaign seems so ridiculous is because Microsoft said that they need to counter Apple's marketing campaign. What has helped make Apple's campaign successful is that the products live up to the commercials.

Apple's ads have contrasted the ways Mac's work to the PC. Now that a lot of people have access to a Mac store (or equivalent), they can go and check them out for themselves. Microsoft has achieved it's customer base by being the default system on most computers available on the shelf. It's rare that someone walks into a Circuit City or Wal-Mart and asks for a computer with Windows. Mac users on the other hand are users by choice which involves jumping a few hurdles at times, but people do it because they trust the product. Microsoft is attributing Apple's success to "good marketing" and so are trying to counter with good marketing on there own. I don't see that it's "good" yet, but in order for Microsoft to successfully change people's minds about their products, they will need to improve them tremendously.

Absolutely.

Microsoft did not gain dominance by releasing good products that people wanted. Gates was in the right place at the right time, tricked a developer into selling him an operating system for next to nothing, which Microsoft essentially rebranded, while he had a contract with IBM in his back pocket. IBM was THE dominant tech company at the time. What IBM sold was what corporate America bought. People used it at work because they had to.

The rest, as they say is history.

No one likes Microsoft. Everyone hates Vista. So, these ads are supposed to make people feel good about a corporate culture of bullying, deceit and downright thievery? AND they sell shitty products?

Love your monopolist? HUH?

Bill Gates needs to get out more often.

[radiospace]

I think they're sort of interesting as television. As advertising, atrocious, a huge waste of money, but it's kind of interesting television. Sort of an avante-garde "Married with Children."

I keep wondering... is this really just Microsoft's retirement gift to Bill Gates? "Hey, Bill, we know your secret fantasy was to star in a tv show with Jerry Seinfeld... well, thanks for the memories!"

[mafoo]

How is this Apple/Mac releated news?

[pooped]

Originally Posted by iPilya

I keep on reading people question on where the "vista" tie-in is on these ads. Well... the fact is... and I think its rather obvious from a marketing stand point that these ads are not about a product per se... but rather about a shift in the image perception of Microsoft itself.

well... the fact is that these ads are really badly made.
bad acting, badly edited as if it is streaming with glitches, and really not funny at all.
the deliverance of the 'jokes' is really awkward and the script and timing is miles away from what made the jerry seinfeld show a good show.

if this is to indicate an image perception of microsoft, the image I am getting is of a product that just doesn't work well. that runs awkwardly with glitches and misses the point.
and I'm not anti vista, because I am about to install it on a dual boot to check out the panorama photo feature and the dvd creating things that I saw in their promo videos (which incidentally are well made, so they CAN do it).

in contrast the upgrade from iWorks is more like a downgrade.
iMovie is completely unworkable. and iPhoto should take a look at Lightroom.
seriously, if this is the package that should show people how easy a mac is, they are going to drive them away..

[simonsharks]

Microsoft's Gurus are not "essentially clones of Apple Geniuses", the Gurus will provide pre-sales support where as the Geniuses provide Apples after sales support.

[delreyjones]

Originally Posted by Wally

I had this nagging "get to the point" feeling throughout. Plus, the whole Jerry Seinfeld treating Bill Gates like the Steven Hawking kind of super-genius seems a bit over-the-top, kind of like Bill paid $300m to tell everyone how smart he is (I know that's not the actual case, but that's the way it comes off to me).

Actually, I think you're right. Contrary to the postings earlier, ads are not "products", they're messages. The only coherent messages these ads have delivered are (1) Bill Gates is an uber-genius and (2) M$ will deliver great things, sometime in the future.

This is pathetic. This is evidence, if not full proof, that the emperor has no clothes. My recollection is that Gates has always tried to wow us with what he's going to deliver next year. That speaks volumes about what he's delivering today. We know it's no good; he knows it's no good, so he tells us all we have to do is wait until tomorrow.

And playing up the fact that he considers himself a genius? Please! Again, this is pathetic. Consumers are not interested in what Gates scored on his SATs, we want quality products today.

This campaign is part of Microsoft's death throes. I predict Apples market capitalization will surpass Microsoft's by the end of 2009. Other opinions on this?

[city]

Please stop the carousel so I can get off. American brains have turned to TV mush. Other then chemicals, there's no substance anywhere. And now we have McCain/Palin OMG

[tomkarl]

Originally Posted by wbrasington

Apple has another name for their Guru's. They call them happy customers.

[hittrj01]

Just as any smart, educated person would in the absence of any other driving factors pick a Mac over a PC, and Obama over McCain.

I have to say that you insinuating that all people who vote for McCain are stupid is rather offensive. To assume all McCain voters are uneducated, backwater hicks is a very arrogant, and may I say, stupid thing to say. While I prefer Macs over PCs, I think it's very arrogant to say that only dumb, uneducated people buy PCs, just as it is very arrogant and narrow-minded to accuse all McCain voters of being the same. There are plenty of Obama supporters I could say the same thing about, but does that make every Obama supporter dumb and uneducated? No. Keep your ignorant, self-serving views to yourself, as you obviously are one of the dumber, more uneducated Obama supporters around if those really are your true views.

[timgriff84]

Maybe its that this is my kind of comedy but I have to say I think these ads are brilliant. It's in the news that Vista sucks, Apple's running ads saying its products better than Microsoft's and in return Microsoft run an ad that's funny but also says nothing about a product. It just makes Apple look like its having to advertise against Microsoft to sell anything and be really petty about things while Microsoft on the other hand are just going, people know are products good and use it, lets have some fun.

In the long run I can see this ruining the Mac vs PC ad because after a while people won't think of PC as a geek. Bill is basically making fun of himself by placing himself in an ad in a really stereotypical roll of someone with a lot of money and who's also a geek by reading a programming book to a kid. But we know it's not true from all the charity work he does, and the robot bit at the end demonstrates he has a sense of humor destroying the stereotypical view of PC.

Plus if you compare the websites Microsoft's is colorful while Apples is white and grey, who looks more fun from that?

[ktappe]

Originally Posted by Wally

Right. So people bought the iPod because of.... perception?

Some did, yes. Remember not to group--people do things for a wide variety of reasons. I got an iPod because I use and support Apple products for a living, so it makes sense for me to own the products I'll be asked about in my profession. Others buy them because they're cute. Others because everyone else is. Perception absolutely counts. Just ask the GOP--McCain is surging in the polls because of the perception that he is a "maverick" and that his VP is a "bulldog", even though both of those are self-assigned monikers that do not stand up to logical scrutiny. Perception is top priority to a (disturbingly high) percentage of the populace, and the marketer/candidate who ignores that is in for a hard time.

[city]

Originally Posted by Magic_Al

Are these "regular folks" who use Windows instead of Mac the same people who choose Leno over Letterman, and McCain over Obama? When did mundane become better than elite?

Is Kimmel okay?

[wbrasington]

Originally Posted by timgriff84

Maybe its that this is my kind of comedy but I have to say I think these ads are brilliant. It's in the news that Vista sucks, Apple's running ads saying its products better than Microsoft's and in return Microsoft run an ad that's funny but also says nothing about a product.

Brillant?
Ouch for you.....

You may not have noticed, but Apple doesn't advertise against MicroSoft.
They advertise against PC which is INDIRECTLY a stab at Microsoft.

The early ads pointed out some of the PC manufacture problems like loading up all that free trial stuff and bloating your machine. That was not MS, that was Dell, eMachine, Gateway and all the rest.

While some target MS, not all of the ads do.
MS can't fix the competitive problem Apple is giving them until they work with the hardware makers to change the total package. (even Balmer said so)

The problem with THAT, how do you get Dell and HP to both come up with essentially the same MicroSoft experience with their hardware in effect, making users see no difference?

Can't.

Originally Posted by timgriff84

It just makes Apple look like its having to advertise against Microsoft to sell anything and be really petty about things while Microsoft on the other hand are just going, people know are products good and use it, lets have some fun.

Nobody under the age of 45 is going to see anything remotely FUN in this stuff as a result of these silly ads.

Originally Posted by timgriff84

In the long run I can see this ruining the Mac vs PC ad because after a while people won't think of PC as a geek.

You are so wrong on this, I actually expect to see PC guy do a parody of the Gates and Seinfeld show. Going to be hilarious to watch PC guy hold an 800 dollar shoe in his hands and flex it back and forth as he talks. If Apple does that fast enough, the remaining Gates spots that are in the can but not shown that may have him doing that again..... are going to be a RIOT!

Originally Posted by timgriff84

Plus if you compare the websites Microsoft's is colorful while Apples is white and grey, who looks more fun from that?

I have NO IDEA why you would promote the MicroSoft website.
That's silly, nobody goes anywhere near it when buying a PC....

[solipsism]

Originally Posted by melgross

The Ads also seem to be about nothing. Unless they get more focussed later on, I just can't see what good they will do.

I really enjoyed this last one. I look forward to the next one.

MS is seen as IBM-like company that big, stuffy and corporate focused. I'd say these ads aren't meant to sell Vista, they are meant to fix MS image in the eyes of the consumer. Gates might now be in charge of MS like he was, but he's still their poster child.