Next phase of the Windows advertising campaign hits the airwaves
22-09-08

Microsoft has released the latest video from the Windows advertising campaign.  Following rumours and a leak from nytimes, the latest video does not follow the same format as the first two videos featuring Bill Gates and Jerry Seinfeld.  Instead, it has a completely different tone and theme to it.  This leads me to wonder whether there was more to the original campaign than these two ads.  When the first ad aired and people started asking questions, Microsoft’s response was that this was an ice-breaker, suggesting that there would be more to come…as opposed to just one more ad to come.

Whilst Microsoft insist that this was the plan all along, that would bag Seinfeld $5 million for each ad that was created.

Did Microsoft really switch to plan B when the reaction of the press and internet community backfired?

Personally, I thought it was going somewhere after the second ad aired, and I was expecting the Microsoft story to slowly unfold with each new ad.  The latest turn around of events feels like this was a plan B made in case things didn’t go quite the way they wanted.

The new “I’m a PC” ad does have a quirky concept, as it plays on Apple’s typical stereotyping of the PC character.  Microsoft event went as far as reaching in to its own employee base to find its own John Hodgeman lookalike to feature in the start of the ad, which then evolves in to people from all walks of life saying that they’re a PC too, featuring stars such as Pharell Williams, Eva Longoria and Deepak Chopra.

No more Seinfeld and Gates?

On 18th September, the nytimes.com reports that the second phase of the multi-million dollar advertising campaign to repair the image of Windows will go underway.  Whilst this was expected, the sudden change in characters was not.  Seinfeld will apparently not be in any of the future ads.  Whether this was planned all along, only Microsoft knows.  However, if that is the case, then Microsoft paid a steep price ($10 million) for Jerry Seinfeld to appear in just two ads.

Instead, the ads will feature a similar theme to Apple’s “I’m a PC and I’m a Mac” campaign with a John Hodgeman lookalike from one of Microsoft’s own engineering groups.  Bill Gates is also expected to make a cameo appearance amongst other stars such as Eva Longoria, Deepak Chopra and Pharell Williams.

For the full story, head on over to nytimes.com

The Family – where it all becomes clear

The second ad, which aired 11 September, moves the plot along and reveals the theme behind the campaign.  The concept behind the ads are to show how Microsoft and Windows connects to ‘real people’.  Is this Microsoft’s way of telling Apple that Windows users live in the real world as opposed to the brushed aluminium ecosystem of Apple users?

Perhaps we need to see more of these ads before we can make a real conclusion as to whether the $10 million they’re giving Jerry Seinfeld was really worth it.  If only one good thing comes out of these ads, is the funny moment when billionaire Bill does the robot.

Shoe Circus – an introduction to the campaign

Microsoft kick started a new $300 million advertising campaign last week, with the airing of a television ad in the US featuring Bill Gates and Jerry Seinfeld.

The advertisement is a departure from the typical campaigns that have been aired by Microsoft, focusing instead on a story and a scenario.  The first ad focuses on Bill and Jerry in a shoe store with odd references made to cake.  No references are actually made about Windows or Vista and for the non-technical audience, it’s perhaps not so clear as to what kind of subtle references they are making.

On airing the ad, the web lit up with comments of confusion and dismay, mostly knee-jerk reactions to the first of a series of adverts to come.

An internal Microsoft e-mail from Senior Vice President, Bill Veghte, went out to employees and provided some background and explanation to the advert:

From: Bill Veghte
Sent: Thursday, September 04, 2008 5:37 PM
To: 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.

Tags: $300 million, Advertising, Microsoft, TBWA/Chiat, Windows