Windows ad featuring Jerry Seinfield airs
Tonight Microsoft aired its first ad featuring Jerry Seinfield. The ad (including Seinfield) is part of a new $300 million ad campaign Microsoft has put together to try and breathe new life in to the Windows operating system.
The 90 second ad spot is comprised mainly of shoe-banter between Bill Gates and Jerry Seinfield in a Shoe Carnival where Gates is a “platinum member.”
Interestingly enough, only 20 of the 90 seconds really have anything to do with Microsoft or Windows and of those 20 seconds, no time is spent actually touting much about Windows except that it is “The Future” and “Delicious.”
Microsoft has hinted that the new ad campaign is, in some part, a response to Apple’s successful “Get A Mac” campaign.
Personally, I’m not convinced this is starting on the right foot. My wife initially saw the commercial this evening and her response was basically “I don’t get it.” It’s one thing to try to be “hip”, but it’s another thing to try but completely fail at getting your message across. The attempt at humor is a nice change, though.
Check the new ad out below and let me know what you think. Is it effective or does its message get blurred?
Slade Hurd on September 4th, 2008 at 9:14 pm
This commercial is absolutely the most ridiculous thing I have ever seen. I guess that just goes to show you Microsoft will go to any length to wast money trying to get someone to like their platform. This commercial just proves that they cant do anything right. I have wasted 90 seconds of my life. I mean they said nothing about windows at all until the end. I recommend they adopt this slogan: ” Windows, The Future, Under Cooked”. Ill be sticking to my mac with the Hip Mac guy and the dorky PC guy.
Jethro on September 4th, 2008 at 9:21 pm
I read in Fast Company a few months ago about this new campaign and I feel like I have been waiting forever to see what they might come up with. I must say that this is just what I expected. It is nearly worthless. I wish you would have mentioned that there would be some derriere shaking of good ol’ Bill.
Michael on September 4th, 2008 at 9:26 pm
I don’t get it either.
I honestly tried.
Joe on September 4th, 2008 at 9:28 pm
I just dont understand. Maybe because I do not like Jerry Sinfeld but what are they saying? That what you really need is to have a mega star pick out your shoes? Or that we are all stupid in some way and there is someone to help? Or that the guy that is supposed to be an expert (the salesman) is shown up by some random guy that is pushy? Or that bill is bored now that he doesnt have much work to do?
yitping on September 4th, 2008 at 9:55 pm
I don’t get it. Do I need a bigger brain to do so? :)
Joe L. on September 4th, 2008 at 10:06 pm
I love Seinfeld.
I think Bill Gates has shown he is a good sport and it’s kind of “cute” to see him try to be funny.
I even kind of like some of the Seinfeld-like banter.
but, i also don’t get it.
W. T. F. does this have to do with Windows, Microsoft, the next version, whatever
Bruce Alrighty on September 4th, 2008 at 10:50 pm
Whaaaaaaaaaaaaaaaaaaat?
Torbjørn Lunde on September 4th, 2008 at 11:29 pm
This is cute. I like it.
Way less smug than the Mac commercials.
But then again: I guess smug really sells these days.
Bunyip on September 4th, 2008 at 11:51 pm
It’s bollocks.
scott on September 4th, 2008 at 11:53 pm
This ad was absurd! 10M to do that drek! The commercial made me want to re-install Vista about as much as it made me want to become a platinum member of Shoe Circus, or whatever.
It is really sad when two middle aged chunky white guys try to be hip, and go down in flames. So pathetic, it is painful to watch.
Elliot Swan on September 5th, 2008 at 12:32 am
I can’t decide which is higher on my list, my anti-Micrsoftness/not-getting-the-commercial or my love of Seinfeld.
Jeff on September 5th, 2008 at 1:29 am
The only thing I can get out of the ad is the “why pay more?” thing at the beginning: I think they’re trying to say that you can get something just as good for less money. Unfortunately, Windows costs considerably more than Mac OS, so if that *is* what they’re saying, they’ve just made an Apple ad.
Torbjørn Lunde on September 5th, 2008 at 3:13 am
Jeff: The cost of All the different OS X versions during the time Vista was developed is roughly equal to the high-end verions of Vista.
In other words, they’re equally annoyingly expensive.
Fornya on September 5th, 2008 at 3:18 am
I saw this on the teevee last night and I thought it was sad. It was not funny, the intended message was not only unclear, it was completely absent, and it was actually a little embarrassing for all involved (including myself — damn my eyes!). The only point I thought it drove home successfully is that Apple is SO much better when it comes to marketing.
jimmy on September 5th, 2008 at 4:36 am
i don’t like seinfeld much and this is actually better than i thought it would be.
interestingly it’s not about a single product – ti’s a brand identity campaign. i reckon they’re trying to have fun with their stuffy geeky image and provide an offbeat hey look we can be cool and off our rocker too vibe
i think that’s just a teaser and they’ll progress towards more specific ads.
apple ads may be accused of being smug, but they are effective at conveying their message. ms appears to be trying to be cute to shake off their image perception. Advertising sells and generates interest where there was none before perhaps, but a lousy product won’t sell. Apple’s best advertising are its products and the experience they provide – people who use them want others to use them too hence the fanaticism of the mac zealot.
Jim on September 5th, 2008 at 5:35 am
This is a poor attempt at combating the Get a Mac ads, if you ask me. I was expecting something better than this for the money they spent.
Tyler on September 5th, 2008 at 6:04 am
The most stupid commercial i have ever seen.
Mark Fleser on September 5th, 2008 at 6:32 am
So, are they saying that if Windows doesn’t fit you, you buy the next version (size) up? And if it still doesn’t fit you can use it in the shower to make it fit? And even though Windows doesn’t fit you, you buy it anyway? What the hell, this is possibly the stupidest commercial ever.
WT on September 5th, 2008 at 6:36 am
IMO, a large part of the public will not only not understand the commercial, they won’t even watch it. Who’s going to stop to watch ” a shoe commercial” as they run to the frig for another cold one during a break?
And few people, outside of the technology sector would recognize the MS flag.
It’s embarrassing. Seinfield should have asked for more money.
Jeff on September 5th, 2008 at 6:55 am
D’oh! I just got it!
It’s a commercial about nothing!
Tim on September 5th, 2008 at 6:57 am
Bill’s mug shot on his platinum card was the only highlight. Otherwise, WTH was that all about?
Jeff on September 5th, 2008 at 7:00 am
Torbjørn,
Good point, but you kept getting a better and better OS throughout that time. The way things are looking, Vista’s going to languish for another two years, never even making it to “decent” before W7 comes out.
harkjohnny on September 5th, 2008 at 7:00 am
in a word… huh?
the best was the photo on his card. it’s his mug shot from the time he was arrested.
Galley on September 5th, 2008 at 7:13 am
Mmm… churros!
Daniel on September 5th, 2008 at 8:43 am
It’s great to find out that I’m not the only one that hasn’t understood this add. I’m Spanish so I thought it was because of my English :-) but it seems that there’s no hidden message in the add.
Jonathan Pike on September 5th, 2008 at 9:19 am
What makes the “Get A Mac” ads so effective (and beloved by many people) is that they are humorous and straightforward. This commercial is fairly humorous but not at all straightforward. In fact, I have no idea what they really want to get across to me. The one thing I took away from it is that Bill Gates wants computers that are delicious someday.
As an ad, I think this first effort is pretty much a failure. If it’s not getting across a clear message to people in their first viewing without having to resort to reading comment threads on websites, I think it’s a failure. This is not me hating on Windows, Bill Gates, or Jerry Seinfield. This is me saying that their advertising agency didn’t make the message clear enough.
Rich Cassady on September 5th, 2008 at 12:19 pm
I think they need to watch all of the “Get a Mac” commercials again to get an idea of what funny effective communication really is. Maybe Jerry is holding back on purpose cause if you ever watched his show you will notice there was a Mac on his desk!!!
Philip Downer on September 5th, 2008 at 1:06 pm
Quite possible the biggest waste of marketing money I’ve ever seen. One of the wealthiest men in the world shopping at the cheapest shoe store??? Are they trying to say that their product is crap?
I really expect more from Microsoft. When an advertisement leaves you confused, it will subliminally transfer to the product. In other words, Microsoft is confusing.
John Galt on September 5th, 2008 at 1:28 pm
The ad is extremely vague. What is that all about? Was so confused by it i wrote an entry about it in my blog: http://simpleentanglements.wordpress.com/2008/09/05/jerry-seinfield-and-bill-gates-headlines-new-windows-tv-ad/ .
强仔 on September 6th, 2008 at 8:11 am
I bet Jerry Seinfeld is now checking his bank balance and watching this video again and again on his iMac.
Chris on September 6th, 2008 at 4:08 pm
it’s ‘comprised’……not compromised
Colin on September 7th, 2008 at 11:32 am
I will say this: Bill Gates trying to be funny next to Jerry Seinfeld does not work.
AppleObserver on September 7th, 2008 at 1:55 pm
This sure is a strange ad. Like many people have already said, I have no idea what the message is. They obviously tried to be different with this new ad campaign but it just comes across strange. Using Gates hasn’t worked really. Its a bit of change to see some humor from him but they probably would have been better using Ballmer as he may have been more of a laugh.
vanni on September 7th, 2008 at 6:43 pm
I’ll bet that there are a series of these ads. This was the first. it’s very subtle guerilla advertising by a guru of this stuff… Can Hotshot Ad Guy Alex Bogusky Make Microsoft Cool? http://www.fastcompany.com/magazine/126/believe-it-or-not-hes-a-pc.html
I think the spot will be successful as Art Advertising. it will make Jerry 10m richer. It will raise the ‘hipness” level of Vista… but it won’t help sales.
John on September 10th, 2008 at 11:01 am
Can’t see any point to it. Glad it was not my money that bought this add. Keep it up Microsoft while Apple whizzes by.
Nick on September 11th, 2008 at 12:51 pm
I liked it. Give me a sign. Adjust your shorts. Cracks me up everytime.
Dave T on September 12th, 2008 at 11:17 am
Perhaps the theme of the ads is “just give me a signal” that MS is working on something big. The ads say “believe us, MS is.” But it isn’t clear than viewers have any reason to do so other than B & J found a way to grabbed a bunch of dough and are now rich old retired guys. Alas few Americans believe rick old guys have much insight into the future.
Tholaris on September 16th, 2008 at 3:58 pm
You know, and ad doesn’t have to specifically talk about product specs. in order for it to be an ad. This is just a way of getting Microsoft into the public eye. Some ads are VERY obvious (like HEAD ON! APPLY DIRECTLY TO THE FOREHEAD!, that topical headache reliever). Thankfully this ad isn’t as annoying or obvious.
As for the humor, I guess you’d have to have a dry sense of humor in order to really get it.
I really don’t think there is any hidden message here. Just “Microsoft” and “The Future” being “Delicious”.
Moshe on September 19th, 2008 at 4:20 pm
Wouldn’t Don Rickles have been a better choice? ‘So what if your computers suck? That’s no excuse. Here’s a few dollars. Go buy a suit. Maybe get a haircut at the beauty college. $5 on Fridays. Look, I know it’s hard being retarded, but at least make an effort. You think Larry Ellison goes around looking like shit? You can’t hire a Mexican to iron your clothes? Hey, let’s buy you a pair of shoes.’
vanni on September 25th, 2008 at 8:46 am
warren buffet is bill’s personal tailor. his barber is also warren. how do you think warren got so rich?
MMMMM on October 16th, 2008 at 11:27 am
There isn’t a point, it’s Jerry Seinfeld. It’s just something ridiculous and amusing. They don’t have to say it’s windows, it’s Bill Gates, they’re synonomous. They just wanted to beat the pants off those stupid Mac commercials.
vanni on October 16th, 2008 at 11:57 am
@mmmmmmmmmmmm The Stupid Mac Commercials are a proven success! Even my morning news program mentioned them just this morning! Which is something as this radio stattion is aligned with Rogers and Gates. 1 in 10 laptops sold last yr/qrt were Macs. a 29% increase. go and smoke that!
PS i really liked the seinfeld ads. they were funny. gates was his usual nerdy self… and funny as well. But nothing can salvage VISTA. its toast. windows folks have voted with their wallets.