Redmond (WA) – If you are still scratching your head over the first Gates-Seinfeld commercial, perhaps some explanation from Microsoft will help to figure out the reasoning behind the campaign. In short: Windows is a long story and every such story needs and introduction.

If there is a need for explaining the why and what of a commercial, there is a good chance this commercial may not work to well. Granted, Microsoft has not yet explained the commercial to its customers and only to its employees. But reading an internal email that was leaked to TechCrunch may shed more light on Microsoft’s intentions for all of us.

Senior vice president Bill Veghte described the first series of ads with Bill Gates and Jerry Seinfeld as an “icebreaker to reintroduce Microsoft to viewers in a consumer context.” Later this month, the company will dive deeper in telling the Windows story “and celebrating what it can do for consumers at work, at play and on-the-go.” The goal is to “strengthen the bond between consumers and Windows.”

The executive believes that the campaign will be “highly visible” and is positioned to spark a conversation initially. But the strategy seems to be to first recap the past 25 years, at least partially, and then tell the next 25 years/ “As we set our sights on the next 25 years, it is essential that we deliver incredible offerings on a great platform. We must also tell the story of how Windows enables a billion people around the globe to do more with their lives today. We must inspire consumers with the promise of what Windows uniquely makes possible across the PC, phone and web,” Veghte wrote.

Specifically speaking of the first commercial, the executive believes that “it aims to re-ignite consumer excitement about the broader value of Windows.”

Commercials are not entirely a matter of market research. They are also a matter of individual perception. They certainly spark a conversation, but perhaps not in the direction of the set goal. At this time, it seems that telling the Windows story is a bit complicated and that Microsoft and its ad agency may be struggling with the product’s complexity.

Indy Film vs. Action-Packed Thriller

Sep 05, 2008 10:14     

They really missed the mark. Be ready to hear about MS firing their ad agency and creating a new set of ads. This add is like a 3 hour indy foreign film at a trendy Hollywood one-screen theater. The insiders and wanna-bes will dissect it and say how subtle and intelligent it is. However, the mass market (you know the guys that line up for hours at the Cineplex 100 to see the latest "gladiator" movie), won't even bother to bestow a hearty yawn on it. While I don't think Apple has a leg to stand on, their ads are simple and direct and speak to the everyday consumer who probably has only heard that Vista sucks. My wife uses a Vista laptop and it work fine for email, web surfing and light Office use. I really like their "stealth" ad where they told a bunch of people that they were trying the next gen of Windows and get all sorts of positive reactions then reveal that it's really Vista. That is powerful and basically shows that all the problems that Apple addresses are overblown. Only power users have real problems with Vista (I know I do so I'll stick with XP Pro for now). Sure some of the pop-ups are annoying, but most people are used to this and don't really care.

Paul123 report abuse vote down vote up Votes: +0

Apple gives a great 15 second elevator pitch...

Sep 05, 2008 10:20     

but MS is trying to deliver a long and drawn out story about the company and product's history? Not good. This plays right into the Apple's campaign of "Windows/MS is boring".
hank report abuse vote down vote up Votes: +5

Big advertising mistake...

Sep 05, 2008 10:41     

Wow, after 30 years in the ad business I can tell you categorically that putting the CEO (or ex in this case) in a spot is shorthand for: "we couldn't sell this spot unless we put the boss in it". Wendy's, Carls and other spots featuring "the boss" is a sure sign that the best creative was turned down flat. If you compare apple's spots they are brilliant in making a complicated comparison very simple. This campaign will be a very expensive failure insomuch as it will not make the registers ring.

steve report abuse vote down vote up Votes: +7

this seinfeld ad failed

Sep 05, 2008 10:49     

it was really just too complicated and long. paul123 is right. we get the point, but will the mass market? the mojave ad they had was great. kinda following in the footsteps of carls jr and pizza hut with the whole (you thought it was this but it's actually this set up) but still nice.
jonas report abuse vote down vote up Votes: -1

Soap Opera Commecial

Sep 05, 2008 11:06     

It is like a soap opera where you have to been watching for a while before you realize what is going on. I think a commercial similar to the (win)PC vs Mac would be better. It could show all the things one could do with WinPC that one can not do with Mac or show a variety of people being a WinPC showing all the variety it comes in (from big 'desktops' to small 'laptops').
TomLeeM/BigWarpGuy report abuse vote down vote up Votes: +1

I'm also scratching my head over the ad. But I rem...

Sep 05, 2008 11:16     

I'm also scratching my head over the ad. But I remember the first time Nintendo announced the name of the Wii (until then it had the name "Revolution") everyone was also scratching their heads. At that time many said it was a bad name, because it was confusing and needed to be explained. Maybe this is the same scenario and we have to give the benefit of the doubt to Microsoft.
Alejandro report abuse vote down vote up Votes: +1

Highly Visible

Sep 05, 2008 11:20     

That's the problem with marketing "geniuses". They think it is all about exposure and visibility when in fact it is about having a good product. Spend money on R & D instead of this tripe.
Aaron report abuse vote down vote up Votes: +3

Re-labeling tainted dog food

Sep 05, 2008 11:27     

M$ seems to think they have an image problem when in reality what they have is a product problem. Vista is a bloated, annoying, steaming pile of DRM infected crapware and no amount of ads will fix that.
cybersaur report abuse vote down vote up Votes: +0

SUCKS

Sep 05, 2008 12:51     

This ad blows! GREAT use of money Microsoft!(insert sarcasm)
ChOOkiE report abuse vote down vote up Votes: +2

I am highly educated and a PC user for over 15 years...

Sep 05, 2008 14:11     

...But I just did not understand what the ad was getting at. Thanks for the insight TGDAILY.
RockHop report abuse vote down vote up Votes: +1

stupid commercial

Sep 05, 2008 15:32     

this is very stupid... each commericial should be short and up to a point...not a long drawn out 3hr movie. Every apple ads is another shot at PC...one attack at a time and it doesn't have to be true. What Windows should do is the same ads but cast apple in a stupid way point by point attack. After that...apple will stop their stupid commercial.
yo report abuse vote down vote up Votes: +1

"If there is a need for explaining the why and what...

Sep 05, 2008 16:14     

"If there is a need for explaining the why and what of a commercial, there is a good chance this commercial may not work to well." Sounds to me like they're trying to explain their polished turd of a commercial.
fanboy report abuse vote down vote up Votes: +1

I agree Yo

Sep 05, 2008 22:23     

They should be pointing out the things you can't do on a Mac, like gaming, the way it handles multiple windows, alt tab doesn't always bring the program to the front, not being able to use keyboard hot keys to switch a DVI KVM, or when you use your KVM to switch between machines your program bar (thing at the bottom) no longer updates, can't back up your settings/files without buying other pieces of software or buying a "time capsule", the dumb drive mounting for programs (when you run some programs it has to mount a drive just to run), the installer is weak, and if a prog doesn't use an installer a lot of times your program can't save settings (see firefox for a good example), can't delete with the delete key, etc... I could go on for days but I think you get the point that Mac OS doesn't "just work" and is far from perfect. If I wasn't a developer that has to use mac os from time to time I wouldn't. I love Apples consumer electronics (iphone, ipod, etc...) but I'm am not a fan of mac os. I do love the free BSD core of the mac os though. I keep hoping M$ will do Unix/Linux core someday. All that being said I do like that Apple is starting to put some heat on M$, maybe that way M$ will clean their OS up.

Action Jackson report abuse vote down vote up Votes: +1

It's as complicated and fraustrating....

Sep 06, 2008 02:28     

as windows vista is to use... needs a lot of adjusting and customizing... when asked about the future of windows.. well, Bill Gates basically said "kiss my a**" There... that's the message.
nev report abuse vote down vote up Votes: +3

What's interesting.....

Sep 07, 2008 15:26     

.....is how much of this site is devoted to this retarded ad. Its a 90 second commercial, why do we care? PC/Mac/Linux fanboys are set in their ways and no amount of stupid annoying commercials is going to sway them. And as for the general public, most people who do not take the time to educate themselves on the subject will either buy what the salesman tells them 'is best for them', or stick with what they have always used.

Sichas Ruin report abuse vote down vote up Votes: +1