Not That There’s Anything Wrong With That
Yes, I was perplexed by the first Jerry Seinfeld and Bill Gates ad, which compounded a popularly-held feeling that Microsoft is truly out of touch.
However, after watching the second one (in the viewer above), I realize two things:
(1) I was entertained (in a Seinfeldian kind of way).
(2) I understand this goes to the “value added” element we’ve been arguing for in the MCDM program. That with the ability to completely avoid advertising, you have to give folks a reason to consume the ad. Like it or not, people will talk and share this video. It humanizes Bill. It gets attention. Ergo, I believe, it works. And it’s shot here in Seattle.
So nice going on a variety of levels: multimedia storytelling, online advertising, and possibly, viral marketing.
Of course, I have yet to try Vista.
posted by Hanson
(1 votes, average: 5.00 out of 5)
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4 Comments, Comment or Ping
crackerbelly
In the building 16 cafeteria on Microsoft campus, this was the lunch topic yesterday. Your points, Hanson, are spot on with the conversation that I heard at the lunch table. I wondered while we were talking if these same conversations are taking place elsewhere or is it happening here just because its our product? I think it’s the former. I like the idea that the ad that airs is shorter than what you can find online. People seek out and share the ad with each other. That I think is a good ad. It entertains and it becomes viral. In the end, if we’re lucky, we’ll get a cute story out of it.
- Mark
Sep 13th, 2008
Adriana
I’m sorry to burst the bubble on this one.
I agree that it has great storytelling and potential for viral distribution HOWEVER, my problem with this is that this same idea was used by American Express in 1995 and then 2004 (Superman and Seinfeild adventures)!
The Superman & Seinfeld also generated great buzz for Amex, they were storytelling based and great a little abstract as typical of Jerry Seinfeld… and this was very cutting edge at the time, because it 2004 viral marketing was just starting to boom… so I’m sorry but this campaigns seems like a complete copycat to me.
Additionally, I have HUGE problems with this campaign from a branding perspective. Seinfeld is a 90s icon (and I do love him), and New York icon (which makes a lot more sense for a brand like Amex based in NY). When you use a celebrity you want someone that embodies your brand and the message you are trying to get across. So Vista is slightly awkward, funny, about nothing type of software that is cool in the 90s?
I don’t think Seinfeld is the right celebrity for this, though I applaud the “idea” of Microsoft with unconventional campaign that creates something to talk about. Let’s not forget that their initial launch campaign for Vista didn’t go so well. So my message is… Keep trying.
Sep 17th, 2008
hrhmedia
It looks like they’re going to keep trying. They’ve just canned the campaign, and Seinfeld! http://valleywag.com/5051455/microsoft-to-announce-jerry-seinfeld-ads-cancelled-tomorrow
Although Adriana’s points are well-taken, I still enjoyed this 2nd online ad, and thought Bill Gates was the real star. And ultimately, it got everyone talking. Just maybe not the right conversation (I.e. were these the same geniuses who created Vista?).
Sep 17th, 2008
crackerbelly
Confirmed…the company e-mail just came out. Microsoft will launch the new “Life Without Walls” campaign this evening in the U.S. on “The Office” on NBC between 9-9:30pm Eastern and Pacific Time. Adriana was right. It just didn’t work. We’ll see what’s next soon.
Sep 18th, 2008
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