... what makes the Apple commercials so attractive is that they are endearing to the viewer. Not necessarily accurate but certainly clever.
Bill Gates has never been 'endearing'.
Instead, Gates has always come across as kind of "goofy". In leveraging that "goofiness" by pairing him with Seinfeld, both come across as a couple of guys 'past their prime' but trying their hardest to "fit in".
Making Gates come across as more 'human' goes a long way toward making Microsoft seem more friendly.
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