New Seinfeld, Gates Microsoft ad kinda sorta makes sense

When last we saw new friends Jerry Seinfeld and Bill Gates, in the first installment of the new Microsoft ad campaign, they were leaving a shopping mall where they'd run into each other at a discount shoe store. Now, a week later, the second "episode" from ad agency Crispin Porter + Bogusky has arrived, and Jerry and Bill have ventured farther into the featureless heart of suburbia: They've moved in with a deeply average family.

Between the two ads, we can now see that the "series" is about Seinfeld and Gates' adventures trying to connect to normal folk -- a kind of super-"Simple Life" setup, where men of historic proportions are shrunk down to earth and inserted into the plodding routines of the workaday masses. Whether or not these commercials do anything to vivify Microsoft's bland public image, the campaign is settling in as a watchable, much-discussed piece of Web entertainment. Over 600,000 people viewed the new one on YouTube, and hundreds of comments poured in all day.

The mall ad was slammed with a tidal wave of diss by commentators--including me--who couldn't make sense of its meaning-impaired narrative and unfunny details.  But this time, the critical seas are calmer. Nobler souls are even considering forgiveness for the original ad's sins.  And for sure, the sequel, twice as long as the first, rolls amusingly along.

The new ad jokes about why Seinfeld was chosen as the face of the campaign, which after the first episode was still a mystery: Like both Microsoft and its charisma-lacking founder Gates, Seinfeld needs an image revamp. As Seinfeld says to Gates while lying on a kid's bed in the suburban split-level house, "You and I are a little out of it. You’re living in some kinda moon house hovering over Seattle like the mother ship. I’ve got so many cars I get stuck in my own traffic. We need to connect with real people."

As in the first spot, where Billy and Jerry try on shoes as a Latino family looks on from outside the store window, this ad shows that "connecting" is not their strong suit. After having annoyed the family's teenage daughter by clipping his toe nails in her room, Seinfeld finds that he and Gates have been mysteriously framed for the theft of a family heirloom (a leather giraffe from Cabo San Lucas).  The duo ends up being thrown out of the house, and when they find out it was the daughter who set them up, it's too late.  "You're not so real," Gates growls at their young antagonist, nailing the funny moment. Jerry and Bill hit the road once again, pulling wheelie suitcases behind them.

"I think we connected with them," Seinfeld says. "In a way," Gates answers. Then comes the segue to Microsoft: "Bill, you've connected over a billion people," Seinfeld says. "I have," says Gates. "Perpetually connecting" reads the final screen, with the Microsoft logo.

But just chanting "connect" like an incantation, isn't going to make Jerry, Bill and Microsoft's wish for a new image come true. Unless -- has Microsoft become an adherent to "The Secret" (see Oprah explain how if you wish for something hard enough...)?

I was accused of "overthinking" my post about the first commercial. Well, yeah. These ads, with their elliptical tone and unmoored, dreamy details seem designed to be scrutinized and puzzled over.  It's as if they have a subconscious of their own, and it's always veering just out of control: Why do they keep reminding us, for example, about how much money Seinfeld and Gates have compared to ordinary people?

So as close as I can figure it, the ad is meant to show just how hard Microsoft is trying, at least, to connect emotionally, and just what rough going that is at first. They're asking us to be patient, to laugh with them at their rustiness and general failure to be "with it." I found myself willing to do that, after this one.  But while it was fun to watch Bill and Jerry's stint as house guests for  a week, I don't feel any closer to pre-ordering Microsoft's next operating system, or switching back to PC.  Not sure if that means the ad worked or not ...

--Maria Russo

Comments

[joe subscriber]

In the final episode of the old Seinfeld show, Jerry, Elaine, Kramer, and George were sent to jail for extreme indifference to the suffering of others. Now we can add Bill Gates to the group. Not a smart move for Microsoft, although highly appropriate. Except for Mac and Unix users, all have suffered from the extreme indifference of Microsoft to our suffering. Bad add for a bad product by a group of bad people.

[bill]

"Except for Mac and Unix users, all have suffered from the extreme indifference of Microsoft to our suffering. Bad add for a bad product by a group of bad people."

Written like the typical Apple cult member. How's that hybrid running joe?

[trevorblanco]

And what cult are you in bill. Are you a sports fan? Are you in the Broncos Cult? Maybe a Celtics cult? Do you like Harley's bill? Are you part of the Harley Davidson cult? Where these riders have to wear at least one piece of clothing a day with the wrod Harley or Davidson embroidered on it.
Your comment is typical of people who disagree with anything microsoft. Attack the person as an Apple cult member. No imagination. I thought no one under 13 was allowed to post here, bill?

[greg]

I liked the first commercial. For the second commercial, I actually found myself laughing out loud at Gates' "Robot". I absolutely think that these commercials are re-energizing the Microsoft brand.

Full disclosure: I use a MacBook at home and a Windows XP desktop at work.

[Idiot mac users]

"Bad add"

Hey joe, you "mac genius" you, it's an ad (or better yet, an advertisement), not an add. Typical illiterate response from a macinzombie. I got a jug of kool-aid with your name on it.

[David]

Fundamentally, for me, the problem with these ads is that they try to connect with "real people". That is, they draw a distinction between Jerry Seinfeld and Bill Gates (Important People) and myself (Real People). It's not a commercial that happens to connect with people -- it specifically tries to identify with some imagined category they have of Real People. It's a commercial that essentially says, "We are way more important and interesting than you... but we spend a lot of time trying to figure out your stupid little desires." It just doesn't connect with me.

[Likes PC's]

Hello,

I have just read your review and i understood that you use a mac and think that this commercial is trying to make you switch back to a PC from your current mac *cough* crap *cough*. let me ask you one thing, why did you buy a mac? because you saw a commercial and decided that it was amazing? what research went into you buying a computer? the color? Ads are all over the place trying to make us buy stuff all the time, i just think when it comes to stuff like computers it will require more than an average ad to make my mind what kind of computer i will buy. Personally i will find out how good it is performance wise and take my decision from there. Getting back to the ad i think it was quite funny but non of these thing will make me switch my PC for a useless mac.

Regards,
Likes to upgrade hardware.

[Dmar]

I see a point in both commercials. The first one was meant mostly to draw interest: they even anticipated the bewilderment critics would manifest about why they never mention new Microsoft products: Jerry asks Bill, "Just wondering: are they [Microsoft] ever gonna come out with something that'll make our computers--" a pause, "--moist and chewy like cake...?" He tantalizes the aforementioned critics with the suggestion of real news about Microsoft's future, before finishing with a total non-question. It's like they said: "We're not going to dance to your ditty, critics." Maybe there's even the suggestion of, "We're too laid back for that."
Now, in this new commercial, they've delivered on the promise of a laid-back attitude toward commercialism. My thoughts. Maybe I'll make a Youtubeo explaining it more deeply...

[jimmyq]

Joe, it says "If you are under 13 years of age you may read this message board, but you may not participate."

[Working Guy]

I am a PC user -- because I am a business guy -- not an artist, not a designer, not an animator. But these new adds just tell me how much money Microsoft has, that they can waste it. They don't tell me how their products will benefit me or fulfill some need in my life that has gone unfulfilled -- and that is where Apple's ad people are smarter, better, stronger -- they have a point to each and every one -- they each feature a benefit to the user -- a unique selling proposition that fulfills a need (although the Apple commercials have not made me want to switch to Apple computers -- just because changing isn't easy). I think Microsoft's bottom line in their Annual Report won't be affected by these ads, unless it is negatively affected by the amount of money they spent to hire Seinfeld. Steve Jobs has done a much better job of telling young undecided technophiles why they should choose Apple for a life-long commitment than Bill Gates has -- by far. But, it probably doesn't really matter to Bill Gates at this point in his life -- because he has a zillion lifers who chose Microsoft a zillion years agon, and are too lazy to change.

[Forbes]

Why Macintosh? Let's put it this way, a PC is a Chevy, a Mac is a Mercedes. You like the Chevy just fine, content with what it does, until you drive the Mercedes. Then you know why people pay more for the Mercedes. Only now, the Mac is only a teensy bit more expensive.

Mac user since 1986 - no ad convinced me to buy, but I loved the one where the woman threw the hammer thru the huge screen as corporate zombies looked on. It aptly captured the difference between Apple and PC userS1

[Roger]

The commercial is Jerry Seinfield acting as Kramer...I don't understand why!!

[Lumpy]

My 70 year old mother, switched to LINUX, in a move that has dumbfounded even the Geek Squad. Age of Aquarius she says... Open Source.

Good for my momma, good for me... but I still, I love my mac daddy.

Lumpy in Florida

[Chris]

"Except for Mac and Unix users, all have suffered from the extreme indifference of Microsoft to our suffering."

Mac and Unix are the same... you may have been looking for Mac and Linux? Should only make arguments about things you know about :)

[Armando]

I agree with the above assessment that it draws a bad distinction between "normal" and the "super-human" Bill Gates/Seinfeld set. You get the impression they feel they are doing the "little" world some kinda favor, like we should be grateful for them "coming down to our level". Making fun of suburbanites seems sad and petty, like everyone must aspire to be Bill Gates or Seinfield. I'd like to see a few people either slam the door in their face or simply not recognize them. Better yet, how 'bout a little tech support Bill? Actually, it would be a great thing to show how "simple" computers really are... they could be touting some new features... I still don't know how to set up my dang Outlook! But I don't feel bad about it watching these videos.... I've heard good things about Linux, the Google browser... I did bootleg this copy of XP... maybe I'll just get a Mac next time. P.S. The butt-shaking isn't funny, just seems uncomfortable (even for the us!) and contrived.

[steveballmer]

As the series goes on you will anticipate them more and more!

[Bluejack]

Exactly.

Spot-on diagnosis. Had a very similar conversation myself just a few minutes before reading your analysis.

I'll suggest, though, that there is real power in changing the emotional tone of a relationship, even if the fundamentals are unchanged. Microsoft doesn't need to convert consumers, it needs to retain them. So, making the general public just a little more forgiving toward the brand (even if they still curse Vista and all that it stands for), then the ad campaign will pay for itself several thousand times over.

[Don]

I find the commercials humorous, in an awkward, absurdist kind of way. Bill looks like an athlete on SNL - funny enough, but just out of place. Seinfeld was always funniest when he was either the straight man or exasperated - he's neither here. What I don't get, at all, is how this is supposed to impact my choice of a computer. There's absolutely no connection - a few words at the end... it almost seems like a metaphor for Microsoft. They think they can create any old piece of caca - and plaster their name onto it and people will just buy it. Unfortunately, for years, that's been the way their programs and OS have been - just a lot of caca with the word "Microsoft" attached - and like the king in the new "I'm a Mac, and I'm a PC" commercial, they're so far up there, that they don't get that it just doesn't work. Not that it doesn't work for "the common man" - it DOESN'T WORK!

[James]

Why is Bill Gates persecuted like Hitler??? It never ends... he didn't kill people, he didn't even torture anyone - yet so many seem to hate him? I don't get it. How much did you pay for that MacBook pro??? or how much does an IBM workstation running AIX cost - companies do what they do to make money. Bill Gates just happened to do it best (if you determine "best" by who has the most money).

I don't think I get the concept of the commercials yet, but, perhaps that was their goal? I always thought Jerry was O.K. and Bill was a dork. My view of them hasn't changed. Nor has my view of Microsoft. Oh well... there's $300 million down the drain I suppose ;-)

[Angy White Male]

Comments remind me of many Male Anger mgt. issues me thinks?

[eponymous]

Why do these debates about PC vs. Mac always sound like democrats vs. republicans? Both systems have their merits. Why does Mac equate to hybrid driver? And how does labeling a hybrid driver become a slur. It sounds vaguely like a grade school taunt.

[Norseman]

It's interesting how the Microsoft and Apple ad campaigns are similar to their respective software products.

Microsoft ads:
Complicated, convoluted
Bloated (4-1/2 min.)
Need to read "Microsoft Ads for Dummies" to understand

Apple ads:
Simple, straightforward
Compact (30 sec.)
Just work

[JustAThought]

Does "Ad About Nothing", make any sense?

[Michael]

Not to make your good effort look forced apun or over doing it but the point of the ad series is to make everyone talk about it, and what is the thunder that we call the internet talking about. The Microsoft ads.

Complete success = Hell yes.Your all over thinking when the answer is closer than you think.

[RustyBloods]

Man - you can always tell the Microsoft clones - no sense of humor. And the crack in the first comment by Bill - "How's that hybrid running joe?". Like a hybrid is supposed to be stupid or lame? I have found that most Mac users have spent plenty of time on Windows machines and have chosen Mac because they like it better. I have found that most Windows users (especially it's loudest defenders) have spent little or no time on a Mac and are really not qualified to critique it. Time for a bit of personal honesty here. You Windows users that put down the Mac and dismiss those who use it, ask yourself - How much time have I actually spent on a Mac and how well do I know the platform? Am I qualified to judge it? - No need to answer out loud.