Shoe Circus : New Microsoft Ad

---------------------------------------------------------------------------------------------------------------------------------Shoe Circus - Jerry Seinfeld and Bill GatesI've been wondering for months what Crispin Porter + Bogusky were going to do with Microsoft. I read in Fast Company how cool Bogusky was, how hip the office was. How they were thinking about making pcs cool, as they were not clear on whether they would ditch all of their mac products for pc. But they really didn't explain how they were going to make Microsoft cool again. Then came the news that Seinfeld was going to be the spokesman. Thats a hit or miss.. anyhow, this is the result.. Thoughts?I think they are playing up that stale "pc guy" mold and trying to make him entertaining and funny. They aren't trying to make him hip or cool. It's been said that Microsoft's brand identity has gotten a little invisible, who's better to team up with that than they guy who made a show about nothing so famous? As far as the actual commercial goes, I'm not quite sure what I think about it. It definitely isn't as entertaining and witty as the Apple commercials, but this is just the beginning. I want to see more in the series before I make up my mind. The problem with this is, that isn't how advertising is suppose to "work." It's suppose to get you in those :25/:30 right away. But you know, everyone breaks the "rules," especially Crispin Porter + Bogusky.

The 90-second clip employs quick-cut editing and the kind of "humor from nothing" approach that defined Seinfeld's TV series. It tells the story of the odd couple's day at discount emporium Shoe Circus in the mall, where Gates buys a snappy leather number called "The Conquistador."The commercial closes with the words "The future. Delicious." There's no overt sales pitch for specific Microsoft products like the oft-maligned Windows Vista operating system, though the company's logo does appear briefly - Adweek

Redmond, Wash.-based Microsoft is expected to spend an estimated $300 million on the overall push. and added bonus, an internal email from Microsoft about the ads (credit: TechCrunch)--------------------------------------------------------------------------------------------------------From: Bill VeghteSent: Thursday, September 04, 2008 5:37 PMTo: Microsoft - All Employees (QBDG)Subject: Telling the story of Windows------------------------------------------Since it first launched nearly 25 years ago, Windows has been one of the most successful products in the history of the high tech industry. 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.Telling our story means making significant investments to improve the way consumers experience Windows. To that end, we are focused on making improvements at practically every consumer touch point, from the moment they hear about the Windows brand in our advertising to how they learn more about Windows products online; from how they view Windows and try it at retail to how they use the entire range of Windows offerings – Windows Vista, Windows Mobile and Windows Live – across their whole life.Today, we are kicking off a highly visible advertising campaign. 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. The first in this series of television ads airs initially in the U.S., and it aims to re-ignite consumer excitement about the broader value of Windows. The first television spot aired on NBC during the opening game of the NFL season and will be seen throughout the evening on various primetime programs. Worldwide, you can view this first TV spot at http://msw.This first set of ads features Bill Gates and comedian Jerry Seinfeld. Think of these ads as an icebreaker to reintroduce Microsoft to viewers in a consumer context. Later this month, as the campaign moves into its next phase, we’ll go much deeper in telling the Windows story and celebrating what it can do for consumers at work, at play and on-the-go. At that time, I’ll be back to share more information about our plans to further strengthen the bond between consumers and Windows – one of the most amazing products, businesses and brands of all time, and, with the right tenacity, passion and agility from all of us, a story that has many great chapters to come.