The Seinfeld Ad Microsoft Paid Millions For: Pro and Con Opinions
Microsoft ran its first commercial with Bill Gates and Jerry Seinfeld on NBC this afternoon, to mixed reviews. Seinfeld will reportedly take home $10 million for his part of the $300 million "Windows Not Walls" ad campaign.
Does that seem like money well spent so far? Below you'll find the commercial and two opposing opinions about it from members of the ReadWriteWeb team.
Con: This Was an Arrogant Waste
Marshall Kirkpatrick: The Windows Not Walls campaign is widely believed to be the first response to Apple's high profile Mac guy/Windows guy series. While Microsoft tried to be hip in its response, it's a faux hip based on a pointlessly obscure message.
The Apple ads do direct feature comparison. What is this ad saying? That Microsoft is lead by famous old people who are really just dorks that maybe you can relate to? That Windows is a lovable "tasty" part of everyday life? The only thing I take from it is that Microsoft has more money than it knows what to do with and is making a dorky attempt to be funny in the face of the PR crisis it faces with Vista.
Show me Jerry Seinfeld meeting people around the world doing good work with Vista and liking it - that would impress me. I thought this one was kind of cute, but spending this kind of money on "kind of cute" is cynicism bordering on obscenity. I don't think it will be effective.
Disclosure: I haven't bought Windows software in 10 years, except for Windows mobile on my phone.
Direct response from Sarah Perez: "I'm sorry, but last I checked, nerds were inheriting the earth! Dorkiness is the new cool."
To view or participate in the poll in this post if you're reading by RSS, click here. Please add "other" responses in comments below.
Pro: It Was Funny, Effective Branding
Sarah Perez: I just finished watching the new Microsoft ad and I have to say, I really enjoyed it. Microsoft has long suffered from a dearth of creative advertising, so it was nice to see something different from them for a change. Heck, it was nice to see anything from them. Microsoft TV ads are pretty rare these days.
I also appreciated the fact that the ad was not a direct counter attack against those Mac vs. PC ads. Although those Mac ads are usually funny, they sometimes cross the line into smugness leading to some serious "Mac guy backlash." There won't be any backlash with this Microsoft ad, though - no matter which side of the fence you're on, it's hard to watch Bill Gates in action and not see him as just the goofy, geeky guy that he is. And the bonus shot of his Shoe Carnival card featuring his mug shot? Hilarious! If anything, Bill came across as a loveable nerd, not a ruthless businessman of an evil corporation, as many like to paint him these days.
Now, you can debate how realistic or unrealistic that image may be, but, let's be honest, ads aren't about delivering "reality" - they're meant to communicate a message. They deliver a brand image. Crispin Porter + Bogusky, the ad agency behind these ads, aren't known for failures, either. From their odd BK King ads to the frightening images of VW drivers getting creamed by oncoming SUVs, CP+B ads stay with you and cement various brands into your head. So what's the brand message behind the new campaign? From this first ad, it seems to me that the message is that "PC guy" isn't such a bad guy after all. Love live PC guy! And the Conquistador!
Disclosure: In addition to writing for ReadWriteWeb, Sarah Perez also writes part time for Microsoft's Channel 10.
Direct response from Marshall Kirkpatrick: "Sarah, your take on it makes me feel like an uptight jerk for saying what I did. I stand behind what I said none the less, I think the ad was an obnoxious waste of money."
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I agree with Marshall. What is the point this ad? What are they trying to say? The message was lost on me, and for $300 Millions dollars, I wish they would have spent money improving their software.
Disclosure: I use both Mac and Windows.
The Pro and the Con could not have been more predictable...
The Uber-Mac-Geek-for-us-all ringing in with the absolute truth and the Why-The-Hell-Is-This-Otherwise-Intelligent-Woman-Still-Using-Windows ringing in with the usual... hehehe... like i said, all too predictable... as soon as i read "two opposing views" i knew who it would be and what they would say... :-D
Although, Sarah, don't forget the "Realizing Potential" campaign... it was a series of very well done and entertaining ads by MS.
I hope this is one of those "start slow, set expectations very low, and ramp up the quality over time" things.
This first ad sucks so much that future ads could only be better.
I think its important to note that this is a CAMPAIGN. Its just the beginning. We will see in the next ad exactly what the real message is.
Its not an apple ad guys. Lets get over it and move on.
Is that your toe? I can't make out billg's response. What's he saying?
Juha, I think he says "it's pleather" or plastic leather. Not sure, that doesn't exactly make sense "in context" - but then what does here? Microsoft - making software for Absurdist art lovers.
So this is Bllg's future, becoming a comedic sidekick in tv commercials for microsoft. I could see Steve Ballmer in this role, but Billg?
They must really be afraid to say the word "Vista" in any ad. I failed to get any point here, other than to point out Gates is getting on in years.
This is truth in advertising: Vista is the operating system of choice for rich white guys...
Lame.
Having a shower with clothes on sounds like something Kramer would do - not Seinfeld??
Maybe Microsoft paid the wrong guy to do these weird TVC's.
It didnt make sense? What did you expect? Gates to be standing in front of the camera talking about how awesome Microsoft and Vista is? Its clever, cute, and very safe, which is just Microsoft.
I posted more about this onmy site
Yes it's weird, but it is branding - the objective of the ad is to put the viewer in a good emotional state and then flash the Microsoft brand at the very end. Idea being that people re associate happy feelings with brand Microsoft. It's not supposed to make any logical sense whatsoever
Very good use of Seinfeld, having him + bill gates at the same time pretty much guarantees viewer attention
Thanks Marshal. Pleather eh? Guess it's like plood.
So, errm, what's the ad about? You know, like... there's a deeper meaning and message kindasorta that MS wants to get out, no? Will billg do a Kramer?
This is a doorway.
A commercial about absurd nothing to just make people laugh again.
Subconsciously its associating Windows with a happier, goofier, MORE POSITIVE thought in your mind.
You have learned nothing but are left wondering. They aren't going for a sell. They are going for an impression.
Once you are happier, you are more apt to learn and accept without bias. Basically this opens the door to learning that Vista is actually pretty good.
Marshall, I totally concur. This is exactly the problem of the ugly beast of old media. It's time to be more cost effective and open source in everything we do! Now I would really appreciate it if a big company like Microsoft made a commercial with a creative message and a home camera. That would say something.
@Jorge I think you analysis is insightful, I wished I took philosophy way back when.
...This was terrible.....i love Seinfeld I love Microsoft I love Bill Gates but this ad was terrible. The mac vs. pc ads annoy me and kinda piss me off and this one leaves me dazed and confused. At least the mac vs. pc ones had a message. In Microsoft's defense, the campaign has just started and I hope they make the next step click. FYI I'll never switch to mac but I have to give the point for better advertising to mac so far
Made perfect sense to me, the opening 10 seconds takes a shot at Apple.
Discount Prices, why pay more?
The Circus Clown thing is showing humility, admitting fault for Vista.
really its not funny, i not understant, anithing on the commercial, Microsoft must be deside a better way to spent its money
drew, good point re Discount Prices taking a shot at Apple. There are a number of subtle comedic touches in the ad. I didn't notice the Gates bum wiggling thing at the end till the second viewing.
Still, I can't help but think billg doing a Kramer-like entrance in a future ad would liven things up...
My 2 cents:
1. The fact we are talking about it - means its working. Like it or not - 'the best form of advertising is the one that gets people talking'.
2. From 1) - the fact Jerry Seinfeld and Bill Gates are in it - will get people talking.
3. The fact bill gates wiggles his arse - the once richest man in the world - shows he is normal and brings him to level most people won't see.
4. The fact people see Bill Gates typically means they will automatically associate the ad to Windows - clever.
5. The fact that Jerry Seinfeld is endorsing windows - possibly cool.
6. The fact the ad is pointless IS entirely the point. It doesn't show the future - merely points to "exciting things coming"
Its my opinion :)
Why do I have to be tricked to like a product?
Posted by: Bwana McCall
|
September 4, 2008 10:25 PM
Minorities are silly zoo animals that don't belong where wealthy white men go. They are good at making pastries.
This was a massive waste of opportunity. An infinitely better idea, also mentioned above: Bill Gates leads a hesitant, awkward Seinfeld to all corners the world showing him what Windows is enabling people to do. That's a much more palatable way of exploiting cultural diversity.
Might be a little harder since they tried to kill One Laptop Per Child, but I'm sure they could whip something up.
Of all the amazing/hilarious places on God's green Earth you could have put those two... a discount shoe store in a mall? That's not geek humor, that's caged imagination.
Perez, don't you think that would be both a moving message and a memorable one?
Finally - neither malls nor shoe stores are inspiring. And it's an insult to the audience.
This only reinforces my excitement for Windows alternatives like Wine, ReactOS, and VirtualBox.
This ad is an insult to the audience.
my thoughts:
http://www.drewolanoff.com/post/48825903/pointless-or-smart-the-new-windows-ad-with-jerry
This is the most stupidiest ad I have ever seen, where is the message, all I saw was a bunch of shoes, and then them being in a shower? With Bill Gates and Seinfield eating something and talking bullshit.
Where were the MSFT minds when they approved this ad, or should we think that every department in MSFT is going down?
I agree with Sarah and also 'appreciated the fact that the ad was not a direct counter attack against those Mac vs. PC ads.'
Nice job! Like many others, I am just getting started. The tips you provided are most useful. Thanks.
Many will hate the commercial. many will love it. many will not know what to think of it. that is exactly what the commercial aims for. it is a teaser that plays with Seinfeld in a commercial that looks to be about nothing. that alone sounds like Seinfeld right?. then there is a play of the association of a huge personality that also happens to be synonymous of a huge brand. this is not a common celebrity endorsement filtering through its following. the celebrity in this case only serves as the ignition for brand awareness and brand association. it does this perfectly no matter if you hated or liked the commercial. the effectiveness of such ad is heightened by the personality in question. if it was tried in any other way it would a waste of time. i like how effectively archives this with a commercial that is about nothing and you don`t need to understand for it to work. also to have in count is that Seinfeld is just one of many who will be part of the campaign that will expand for 3 years.
and that is without talking about the obvious context to those who know how to read what just appears to be "nonsense" in the ad.
hmmmm .... i'm using windows ... i guess i'm a clown now???
I agree with Bwana. My next computer purchase (which is coming up soon) won't be based on the Apple commercials (which I find somewhat smug and self-congratulatory) or the new Microsoft ones (especially since I dislike Seinfield -- the ads are lost on me). I'm experienced with both, and I don't need someone to tell me which is the better product.
As for the "discount shoes" comment -- A pot shot at Apple's prices, perhaps. But most people understand that cheap shoes fall apart easily and need replacing faster -- not to mention the fact that they're painful!
CP+B doesn't fail? If I'm not mistaken their last attempt at a tech campaign was Ask.com's "The Algorithm" which was widely seen as one of the worst efforts of 2007.
The ad was dorky.....there is no message. You won't sell any PC's with this crap, but then again you will sell Mac's. Disclosure: I use a Mac is there anything better?
I didn't like the ad at all...
I don't get what MSFT is trying to say, to communicate with this. What's the point?
I also, as esl and from south america I hate the stereotype portrayed on the video.. showing a spanish-speaker family and presented it as ignorant...
¿Es el conquistador? (Is he the conquitador?) WTF... I'm pissed
I was expecting not to like this ad, but I did.
It is so wacky and unexpected that it does what good advertising does - makes you watch it.
I do think, though, that the flaw in the formula is that Gates and Seinfeld are both of the wrong generation. Microsoft already owns all us 40+ folks, it's younger people they need to win mindshare with.
Perhaps instead of Seinfeld, they maybe should have considered a new 20-something sidekick for Bill.
@German - No, they are saying 'is that the Conquistador?' - referring to the name of the shoes mentioned earlier in the ad.
Cute commercial, but it's making me associate Microsoft with cheap, inferior products.
I don't own cheap shoes for a reason.
Not funny. $30 mill fail.
This is part of a branding campaign and branding campaigns, for their very nature, tend to yield results over many, many years of investment (think Hello Moto, Got Milk, CIngular raising the bar). It will be clear way down the line whether it has a positive ROI on the equity of the brand. If it is just an isolated agency stunt, then I's say MSFT is better off spending the money to buy back shares or buy startups.
Personally, I am not a "computer" person but I do use Windows. The Apple ads crack me up and this Microsoft ad was really lame. Come on. This is what major ad dollars buys??? I am confused.
BORING. Enough said.
I don't get the point of this ad. If you can't convey what you're intended message is going to be within 30 seconds you lose the audience. Why did they have to make this 1 min 30 sec ad spot?
I don't get it??? It's Bill Frikken Gates... what, am I supposed to think he's selling shoes? How can anyone not "get it." It was so simple.
I'd also like to say, the Hispanics behind the Window, rather than the Wall was good... did anyone pick up on that? I bet they did.
Personally, I think Gates is telling us all to kiss his ass (with that little wiggle at the end) if we don't like Vista. He's as out of touch with us as are our politicians.
I've been analyzing this first microsoft's commercial
and I have come to two conclusions:
1) The first ad is nothing
fun (at least not for common people).
2) There is more in this ad of what
imagined. To understand this ad
you must be a little more observer. Please
read between words.
For example, if put together this phrases and
words used in the commercial then
ad begins to take effect:
"William" "The Conquistador = The
Conqueror" "Latins" "Microsoft" "Run Tight"
"10" "A signal"
If you want follow this link for more about:http://applediario.com/2008/09/06/comercial-de-microsoft-vs-get-a-mac/
As usual, Microsoft fails the "authenticity" test. That's because, when you spent your whole existence copying other people's ideas, you actually are not, and never will be, authentic.
In fact, I think this ad is a copy of something Honeywell did in 1964.
Didn't Bill Gates retire? Enough of this aspergers doofus.
Microsoft Sucks....However, I think the advert is brilliant. The whole idea of the advert is simply to get people talking. I think they have achieved their objective... WE ARE TALKING ABOUT MICROSOFT.
...And i dislike the MAC too - although its a better product (but no freaking RIGHT CLICK! sheesh... do i need to hold down a key and click? COME ON APPLE!)
What a waste of $10 mil, and will be a continued waste at 300. What they should do: Donate the money for medical research. "Vista Cures Cancer." Now, THAT will sell Windows Vista!
Sarah Perez WORKS for channel 10.
Um, WHAT else is she going to say?
Find a legit person to 'love' it.
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