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11/09/2008  |  Microsofts 300m TV Ad Campaign Kicks Off NFL

Bill Gates and Jerry Seinfeld feature in Microsoft's new TV advertising campaign which was first aired on US network NBC during the National Football League opener between New York Giants and Washington Redskins. The advert, made by Crispin, Porter and Bogusky, is Microsoft's answer to Apple's "I'm A PC, I'm A Mac" series of ads. The ad, not surprisingly available on YouTube, is a wacky comedy sketch set in a shoe shop where Seinfeld helps to identify that Gates needs size 10 shoes.

Microsoft has previously stated that it needed to respond to the Apple airings. Bill Veghte, Senior Vice President, Online Services & Windows Business Group, was interviewed in July. "We have a huge perception opportunity," he said to CNET News, "We are going to try a bunch of stuff." Veghte states in a memo to Microsoft employees that the first ad aims to reignite consumer excitement about the broader value of Windows. The early commercials in the series should be seen as an icebreaker in order to reintroduce Microsoft to viewers in a consumer context. The later ads will go deeper into telling the Windows story and highlight what Microsoft can do for customers at work, at home and on the move.

Reaction on the blogosphere was mixed. Many viewers were perplexed at the bizarre nature of the ad. Some bloggers were seeking a deeper interpretation of the sight of Bill Gates struggling to get to a pair of leather shoes. Seinfeld's suggestion that Gates should shower in his clothes and the sight of Bill shaking his tail feather was all too much for some. The fact that Microsoft needs to refresh its brand name in the hearts and minds of consumers seems more than a little incredulous. As if there might be people out there who have not heard of Microsoft!