Reality Check: The Seinfeld ad was superb
Everywhere I turn today, I find a story by colleagues or comments by readers saying that the new Microsoft ad with Jerry Seinfeld and Bill Gates fails on almost every level. Some complain that it doesn't mention Vista at all, which makes it useless, while others say that watching Gates' derriere waggle at the end of the commercial was just a bit too much.
Either way, Microsoft is getting killed from all sides by people that think the ad was nothing more than a waste of time and money. "Apple's ads are so much better!" they say until their hearts are content. "Who would want to buy Vista after watching that ad?" they exclaim.
Do me a favor: sit down, put your MacBook Pro away, and be quiet.
"The first phase of this campaign is designed to engage consumers and spark a new conversation about Windows--a conversation that will evolve as the campaign progresses, but will always be marked by humor and humanity," Microsoft Senior Vice President Bill Veghte said in an e-mail to employees.
That logic seems perfectly acceptable to me. The way I see it, Gates & Co. have been looked at for years now as the evil tech company that bullies others and tries to form monopolies. And yet, when it tries to put a human face on, it's heavily criticized in the media?
I don't get it.
It's quite obvious where this commercial was going. It wasn't meant to be a Vista pitch, it was meant to recreate Seinfeld and his "show about nothing" and bring Gates into that world. Sure, he may not have been Kramer, but Gates did an admirable job in a role that doesn't suit his personality all that well.
More importantly, though, this commercial acts as a building block for the rest. Before Microsoft can try to make people want Vista, it needs to repair its image. And what better way to do that than with a commercial with one of the most popular and respected comics in the world?
What does Microsoft need to do to make pundits and Apple fanboys happy? My guess: hire Steve Jobs.
I'm willing to bet that if this commercial was released by Apple, those same people saying the Seinfeld ad was a misstep would be calling it a triumph of "1984" proportions.
Instead of looking at Gates and using that as the vehicle for contempt, maybe everyone should step back for a moment and realize that the Seinfeld ad did exactly what it needed to do: it took the focus off Gates' money, Vista's problems, and Microsoft's poor public image, and started erecting a more positive image of the company, which will eventually allow it to promote its products.
See, what most of the critics don't understand is advertising isn't effective unless the target audience believes that advertiser. Right now, Microsoft's image in the world isn't so hot. And if the company tried to put Seinfeld in its ads and talk about Vista, it wouldn't have gone anywhere.
I'm the first to take Microsoft to task when it's wrong, but in this case, I think all the pundits trying to put this ad down are totally off-base. It may not have been an ad that will sell a ton of Vista copies, but it was an ad that will lay the foundation for doing just that.
Nice work, Microsoft. Keep 'em coming.
Check out Don's Digital Home podcast, Twitter feed, and FriendFeed.
Don Reisinger is a technology columnist who has written about everything from HDTVs to computers to Flowbee Haircut Systems. Don is a member of the CNET Blog Network, and posts at The Digital Home. He is not an employee of CNET. Disclosure.
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I don't get it."
That part is unambiguous. MSFT isn't being criticized, either for trying "to put on a human face' or for being an "evil tech company." It's the ad that's being criticized for being insultingly insipid, dull and uninformative.
"...he may not have been Kramer, but Gates did an admirable job in a role that doesn't suit his personality all that well."
Do me a favor: sit down, put your Steve Ballmer bobble-head doll down, and be quite.
Again: It isn't MSFT or Bill Gates that are being criticized. It's the half-hearted ad that truly is about nothing.
"More importantly, though, this commercial acts as a building block for the rest. Before Microsoft can try to make people want Vista, it needs to repair its image. And what better way to do that than with a commercial with one of the most popular and respected comics in the world?"
How about starting by making better products?
"I'm willing to bet that if this commercial was released by Apple, those same people saying the Seinfeld ad was a misstep would be calling it a triumph of "1984" proportions."
Careful Mr. Costanza, your bias is showing.
"I'm the first to take Microsoft to task when it's wrong, but in this case, I think all the pundits trying to put this ad down are totally off-base. It may not have been an ad that will sell a ton of Vista copies, but it was an ad that will lay the foundation for doing just that."
They're never going to sell a "ton" of Vista copies, no matter how warm and fuzzy their ads. It's much too late for that. Crappy products, no matter how good they're promoted, don't sell in increments based on tonage. Your overreactions are misplaced, just as is the apparent itntent of the ad. In fact, if nothing else, the ad simply mirrors and perpetuates the multiple and manifest problems with Vista: it doesn't work.
"Nice work, Microsoft. Keep 'em coming."
Yes, let's continue to applaud Microsoft for what they do best: promising and showing potential for great products that they have a long history for not delivering. Promises and potential get people's attention; delivering a good, solid product is what sells.
These are all poorly developed ripoffs that simply compliments Apple for it's original thinking.
M$ supporters are usually those who get jealous when someone things of an idea first or at least has the balls to go after it first. Apple supporters are usually those who appreciate great ideas and great execution wherever it comes from.
"Do me a favor: sit down, put your MacBook Pro away, and be quiet."
I hate to break it to you but Steve jobs, your inventor of awesomeness, actually stole most of his ideas in the beginning from the xerox company back in the 70's. Don't believe me? Look xerox up on wikipedia. Learn a little more before you say stupid things like you do.
Stop talking nonese.
Vista has ALREADY sold a massive 180 million units. That is more Vista copies sold than ALL Apple Mac sales for the past TWENTY years.
Lemme know when Apple actually manges to see 180 million Mac's in even 10 years will ya?
You said "Careful Mr Costanza, your bias is showing".
With a straight face? I hope not.
Re-writing history, or regurgitating something your heard? Apple stole NOTHING from Xerox, they actually licensed what they used. They weren't hired to work as contractors, then sent ideas back to the home office is in secret. However, another company did just that to Apple AND IBM. That's history, and really is irrelevant, like your comment (except your comment wasn't true).
Re-writing history, or regurgitating something your heard? Apple stole NOTHING from Xerox, they actually licensed what they used. They weren't hired to work as contractors, then sent ideas back to the home office is in secret. However, another company did just that to Apple AND IBM. That's history, and really is irrelevant, like your comment (except your comment wasn't true).
"In fact, if nothing else, the ad simply mirrors and perpetuates the multiple and manifest problems with Vista: it doesn't work."
That's ignorant and wrong. If you want to attack an article for alleged bias or misinformation, don't be so quick to use the same yourself. I'm using Vista right now, and remarkably, it does work. In fact, Office, Firefox, Chrome, IE, Dreamweaver, InDesign, Flash, Reader and every other program I use works just fine on Vista. So yeah, let's applaud Microsoft for providing 90% of the world's computer users with a relatively stable platform on which to create interoperable programs for the last 20 years.
Or should I just join Don, put down my Steve Ballmer bobble-head and be "quite"?
You know, it isn't that Windows is so great. What really bugs me is that so many people who dislike it seem vicious and close-minded when they respond to articles like these.
if they dont like it then they should learn how to install linux, or they need to head to the nearest apple store
Heh, likely that would happen, the only apple store i know in my area is downtown in Chicago... lmao
whats that say since u can by a pc at walmart lol or target
So, I guess HP and Intel decided to pass on Vista, not because they don't trust the software, but because they're "vivcious and close-minded?"
-Don
The problem is that it is -Microsoft- that is trying to put the human face on. They're doing it far too quickly, and in all the wrong ways. I'd like Microsoft to give me some credit as a consumer, and not make me sit through 90 seconds of... whatever this is. As SkateNY said "How about starting by making better products?"
And here's the thing: The media already knew, well before the ad aired, that this was a $300 million ad campaign. That was the big news: $300 million, and Seinfeld. When I look at the ad I think: "They paid that much money for THAT?" Humanizing Microsoft it is not. I didn't even smile.
No, Before Microsoft can try to make people want Vista, it needs to repair its Operating System.
Real Talk.
No back to real the real discussion.
Please give me a list of ACTUAL problems with Vista, based on your own direct experience, not what you read on "teh internets."
I wonder how many people who believe that Vista is broken have actually used it.
BTW - I haven't seen the ad myself...I'm merely guiding myself on what the article says. My guess is the ad would have gotten a lot more mileage if it actually tried to accomplish something other than waste screentime with Bill Gates wagging his tail hoping that Seinfeld's popularity will make people forget how badly Vista's launch went. Who knows? Maybe when I actually see the ad I'll understand why the writer likes it so much, but even then, it doesn't really matter if the ad is so universally hated. Oh and if I had actually put away my macbook pro, I wouldn't have seen this stupid article...maybe that would have been for the best.
If nobody you spoke to liked it then it is a complete failure as an ad.
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No, we're talking about M$ here. The ad did not fail, the viewer (user) did.
LOL!
BTW - I haven't seen the ad myself...I'm merely guiding myself on what the article says. My guess is the ad would have gotten a lot more mileage if it actually tried to accomplish something other than waste screentime with Bill Gates wagging his tail hoping that Seinfeld's popularity will make people forget how badly Vista's launch went. Who knows? Maybe when I actually see the ad I'll understand why the writer likes it so much, but even then, it doesn't really matter if the ad is so universally hated. Oh and if I had actually put away my macbook pro, I wouldn't have seen this stupid article...maybe that would have been for the best.
-Don
Kind of a stupid comment given the number of people that don't like or understand this ad.
In fact I am sure a number of MS fanboys might even be insulted by this.
This is a brand ad. If Microsoft wants to issue in the post-Gates era, why is he the star of the commercial? Yes, Gates is intrinsically linked to the brand, but he's not -- and never should have been -- the brand.
People are savvy enough to see beyond such shallow attempts. Just give me software that really runs on my computer. Don't release beta software on an unsuspecting public.
It doesn't really attempt to tell a story or make a point. It would have to be really funny to have serious viral appeal. It's just not.
My two cents.
Yes, it's clearly hip right now to align with the youthful brand with something to prove, but when you strip away the superficiality of image and ego, you're left with two different operating systems. They run software, and regardless of your emotions regarding Windows, PC is not going anywhere soon. Either is Vista.
I'm not a Vista user and I don't plan to be until my preferred suites are available in 64-bit, but I gotta tell ya, as a huge fan of Seinfeld I'm loving every second of the improbable exchange featured herein. That Reisinger can look deeply enough within Microsoft's message and extract not a banal, surface-laden shill of an ad but rather a meticulously crafted campaign is proof that he's paying attention to the big picture - not the purposely shallow distractions of a typical Seinfeld dialogue - and that's both surprising and welcome.
It's entertaining to read so many swipes at a company clearly savvy enough to make a strategic move like this when it has to; more entertaining that these same people purport to understand and continue to underestimate its moxie.
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Production-wise, it had its moments; Gates lacks the charisma of a natural performer. But so what? He's got better timing than Subway's Jered, and look at their books.
Most advertising has two goals: (1) identify the product and (2) convey a message to the audience. In the case of this ad by itself may not tell the audience anything. What was the purpose?
Contrast this with Jerry's last ads for American Express. You clearly knew what the ads were doing and who they were supporting. The message was that American Express cards have many advantages. In some cases, a new type of card was being introduced.
Was the ad to introduce Bill Gates? To introduce Jerry Seinfeld? Most people already know who these guys are.
Contrast this to the Bush's Beans commercials. It introduces Jay Bush and his dog to many people didn't know about them. It tells you about their product. The ads were sometimes bland but people recognize the brand more than ever. People already know about MS and Vista's reputation precedes itself.
Now there is a different type of advertising whose goal is just to get audience attention and generate interest. The classic example of these were the Calvin Klein Obsession ads from the 80s. Also the "1984" Mac ad falls under this category. But for this type of ad to be effective, it has to be memorable. Almost 30 years later and people still remember the "1984" ad. At best this MS ad was mediocre and most people are going to forget it in an hour.
So when people complain about the ad, it is because that it doesn't work and not due to anti-MS fervor.
Seinfeld? Didn't his 15 minutes run out years ago? I was a huge fan of his show, but I still thought the ad was pointless. A face? Doesn't everyone know what Gates looks like by now?
While creating a lot of buzz, it did nothing to change my mind about Vista or Microsoft's being out of touch. The buzz is not all that positive -- too many burnt Vista users aren't going to buy it, and $300M is a lot of money to spend to generate negativity and a lot of confusion.
One wonders how much more MS will spend before this campaign is over, and wouldn't that money be better spent producing more reliable products?
I'm sick of ppl knocking Vista for being unstable just because some guy with a PII-667MHZ with 128MB RAM couldn't get it to run on his computer.
If you are really a happy user of Vista, speak from your own mind and recommend it. Be a person with some guts, for heaven sake!
How could someone base his/her recommendation about Vista more on what someone else says than at his/her own experience?
Pathetic...
I can totally understand why MS pushed the "Project Mojave" campaign. People really talk without knowing.
If was just some jerk with with 128 meg of RAM nobody would be taking his side even if they hated MS. However, the problem is some of the computers that didn't run Vista well came with Vista. What's a person supposed to do when their computer can't even handle the OS that comes with it? Perhaps you need to Google Vista Capable lawsuit to get some perspective. The situation was far from what you describe, but you are right about one thing.
Vista is a good OS on good hardware. MS should have just said this is good big boy OS, but that means it takes good big boy hardware to run on. Of course they didn't have the courage to do that. They mislead in an attempt to sell more product on lower end units and so Vista got installed on machines it shouldn't have and that's what I say hurt MS's image and they deserved it.
Seinfeld was most popular in the '90s, and Gates isn't even running Microsoft anymore. The commercial ends with "the future", but feels like an attempt to rekindle the '90s when Microsoft was at its peak and people cared about Seinfeld. The world has moved on.
-Don
And I agree, this was nothing but a Mac bash article. I'm also tired of people calling users of Apple Computers fanbois. If you use a PC running windows doesn't that make you a MS fanboi? (which in my opinion is worse) It's an old arguement where the Mac guys prove why the Mac OS is better and the PC guys get mad about it and start throwing cuss words and the whole Macs don't do games thing (which they do, currently playing two at the moment).
The ad was stupid and if the majority of people think so, then it must suck. Period.
Grow up people, ecspecially the writer.
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by scootercode
September 5, 2008 10:16 AM PDT
- CNet readers associate Gates with MSFT just as easily as they associate Seinfeld with his sitcom. Can anyone claim the same ease of association for the vast majority of PC owners who use Windows by default?
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by protagonistic
September 5, 2008 3:00 PM PDT
- I've watched the ad and all I have to say is that is probably Seinfled at his funniest. Which is such a pity because I am sure that with all that money Bill could have found someone who is truly funny. The funniest part of the whole thing is that with all that money this is all they could come up with.
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See all 209 Comments >>If the attempt of the commercial is to humanize Gates and thus pave the way for an attempt at raising expectations of MSFT product from the masses, who are they really pitching to?
If MSFT wants to lay fears to rest that the company's issues with Vista (and other technologies one-upped / threatened / beat down by Apple or the general tech field --- think Zune, XBox, MS Passport) is it really the best marketing message to send, saying, "Hey, our former Big Cheese is a real person"? Personally, I'd rather see technology that speaks for itself.
Don't get me wrong, MSFT has done a great job in providing a line of OSes that (usually) work across vast combinations of hardware configurations. This is both the cause and effect of having placed themselves strategically well early in the timeline of affordable PC hardware. It just seems that they've lost the focus to maintain effective QA over the years and they now see (though they may not admit that they see) all the criticism from competitors and the techie population that are leaving MS.
Even though they still have a huge market share, how much research has been done on the number of PCs purchased with Windows and then reformatted to run Linux? Not much, and it's certainly not something that MSFT would admit to researching.
MSFT is an incredibly smart business, and I appreciated the humanizing aspect of the ad, but that won't make me want to install Windows on any of my machines. The implied catch phrase of "a day late and a dollar short, but still human" is still not appealing.