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Microsoft's rough start to a new beginning

September 11, 2008, 8:02am PDT | Length: 00:01:32
ZDNet senior editor Sam Diaz shares his views on Microsoft's recent commercial starring Bill Gates and comedian Jerry Seinfeld. The new 90-second ad was a letdown mainly because it had nothing to do with computers, says Diaz.
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Talkback Most Recent of 10 Talkback(s)

  • Rough start? Maybe, but ...
    ... 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.
    ZDNet Gravatar
    mwagner@...
    15th Sep 2008
  • The ad's failure is simply that it's crap
    That's the real problem. You start off wondering what is this all about and by the end you're still wondering. Even for Sienfeld, who I've never found amusing much less funny, it's bad.

    I'll agree with Marc that Gates needs to come across as more human than he has in the last 25 years or so, if ever.

    Goofy fits in the sense that people who know him have said that he has that side to his personality.

    Still the ad doesn't do much to bring that out when, at the end of 90 seconds you're still scratching your head saying.."WTF?"

    Sadly, it can get worse.

    If Microsoft and it's ad company choose to answer Apple's ads on Apple's terms and using Apple's style then they've lost the PR war already.

    It'll be hard enough to do something about Vista's well deserved black eyes. I'd suggest, to be honest, that it can't be done at this late date.

    MS would be far better off starting to pump Windows 7 in a way that doesn't get people's expectations up but simply states that it works and works well and smoothly.

    If it doesn't then sooner rather than later they'll lose the shrinking desktop wars to Apple and Linux (see KDE 4.1) much sooner rather than later.

    Meanwhile the they need to cast Gates in his own terms rather than in others.

    MS don't need no stinkin' celebrities they already have one. His name is Bill Gates. Humanizing him, as Marc suggests, rather than pairing him with celebs and playing off the strength makes much more sense than what seems like an ad agency determines to rescue the PC world's New Coke. (Vista).

    ttfn

    John
    ZDNet Gravatar
    TtfnJohn
    15th Sep 2008
  • Microsoft's rough start?
    They don't know the meaning of rough. They haven't seen anything yet. Wait till ALL their chickens come home to roost. You talk about rough! The odor alone could kill.
    ZDNet Gravatar
    Ole Man
    15th Sep 2008
  • RE: Microsoft's rough start to a new beginning
    Good grief...Why is Mr. Gates
    bothering with any of this stuff..He is
    supposedly retired and running well
    the charity organisation. Microsoft is
    the past and they are not going to
    survive as a software company in the
    long run. Yes, I know they are the
    giant but that is exactly the problem.
    It is very hard or impossible to back
    up an supertanker. It might end being
    Apple or it might not..The future is
    hazy. This advert says it all.
    ZDNet Gravatar
    nfiertel
    19th Sep 2008
  • RE: Microsoft's rough start to a new beginning
    actually it's near a perfect advertising campaign. Literally! Bill Gates is the image of microsoft inspite of their many attempts at a sexier image. It's been a while since Gates has done any commercials, and it's good to see them run with the brand image that already exists (being Gates) in an environment that seems appealing (at least as appealing as Gates can be) via humor. He is connected to one of americas top comedians which removes the inclination to take low ball punches at the humor. Because of the lack of content there is nothing to say 'yeah' about, but there is nothing to say 'nay' about either, so what you end up with is just a blank "microsoft thought". Then they bring in a comeback to the apple ads and a lot of people saying "I'm a PC" people want to connect with and be like people subconsciously whether you like it or not. The selections of PCers is diverse which prevents stereotyping to a specific group which is important when your product share is so large. Next I would expect (logically in line with there ads, I havn't read it anywhere or anything) personal touch ads of "real" people and how they use their PCs. Grandmas, gamers, techies, hackers... everybody. I think this is the best campaign I've seen microsoft run. (a hell a lot better than the guy in the butterfly suit, whoever was running THAT campaign did NOT understand Microsofts market)
    ZDNet Gravatar
    shadfurman
    19th Sep 2008
  • RE: Microsoft's rough start to a new beginning
    I agree with you in most respects, especially in that I think Gates could hold his own in a commercial. But to use a metaphor, Gates is already muddy from Microsofts long controversial history. This is part of the cleaning up stage, and I don't think it could've come sooner. With Gates stepping down as chairman and stepping up to one of the worlds largest charities, Gates is moving from evil OS imperialist to old retired humanitarian. People will always associate Gates with the poorly viewed decisions of Microsoft, but soon they'll be just more of a head shake and a kind of "remember when that Gates" kind of attitude. And while Microsoft will probrably move to the back of exciting innovating companies (with AT&T and IBM) Gates public image will wisen as he speaks out on humanitarian efforts.

    I don't know if I personally would have chosen Sienfeld and directed the commercial in that fashion, but I think the concept was dead on.
    ZDNet Gravatar
    shadfurman
    19th Sep 2008
  • RE: Microsoft's rough start to a new beginning
    and I am personally a fan of Gates
    ZDNet Gravatar
    shadfurman
    19th Sep 2008
  • RE: Microsoft's rough start to a new beginning
    It's tough to imagine that you actually get paid for this kind of dull reporting. Dude, I was yawning 25% through your presentation.

    As for the commercials, hey, it's easy to be a critic. Anyone can do it. Just look above at what I said about your presentation style.

    Does that prove my point?

    If not, then how about this: If you're such an expert at advertising, perhaps you should volunteer your time helping Microsoft "do it right".

    I expect that you won't though, it's easier to be an armchair quarterback and report this kind of critical dross than actually do something constructive.
    ZDNet Gravatar
    PollyProteus
    19th Sep 2008
  • Sam Diaz Tells It Like It Is
    Concise and direct, yet polite.

    The first ad has Jerry Seinfeld talking about shoes and ends with Bill Gates wriggling his derriere. The ad is typical of Seinfeld's show - pointless and vague.

    The second ad has Seinfeld and Gates in yet another pointless and vague commercial featuring hypocrisy and lying to get one's way (the mustard and the giraffe). If this is how Microsoft wants to show their perception of the public, Microsoft should abandon further commercials before the public catches on and becomes as insulted as they should be.

    The second ad ends in appropriate symbolism with Seinfeld and Gates pulling their own suitcases alone together down a suburban street - strong symbology for being disconnected from and rejected by community.

    Whoever is responsible for this ad campaign in Microsoft is not doing Microsoft any favors.

    Sam Diaz offers polite construcive criticism. It's a pity that neither Microsoft nor its apologists want to listen.
    ZDNet Gravatar
    Cardhu
    24th Sep 2008
  • Agreed
    Microsoft is just trying to grow the brand, but from the new commercials, "I'm a pc", it doesn't make sense to me. At least the Apple commercials talk about their services and features a bit on their commercials. It's all agreed, the commercial is a waste of money and time. Adding celebrities doesn't change much, unless it's given to the younger people that will buy into it. :P
    ZDNet Gravatar
    megamanx
    27th Sep 2008

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