 |
As had been promised, Microsoft last night launched their new advertising campaign featuring comedian Jerry Seinfeld and Bill Gates. Developed by "bad boy" ad agency Crispin Porter + Bogusky, the intent of this campaign was supposed to be to make Microsoft look "cool" and counter Apple’s PC vs Mac ad campaign. Take a look at the TV commercial played during last night’s National Football League season opening game and see whether you think it does that:
Frankly, it reminds me of the infamous Microsoft Zune scratching dog commercial - some minimally amusing goofiness that all but screams "bathroom break" to TV viewers and no significant mention of Microsoft or its products. Other reactions:
I’m sure CP+B will be reminding their nervous client today that advertising is directed at consumers, not tech bloggers, but I suspect they’ll have to come up with something more than that to put lipstick on this pig.
Update: Here’s the Microsoft spin on the new ad campaign and you know you are in trouble when they start hyping "conversation":
These initial ads are the first in a creative campaign by the award-winning advertising agency Crispin, Porter + Bogusky, designed to spark a conversation about the Windows brand – a conversation that will evolve as the campaign progresses, but will always be marked by humor and humanity.
For more "conversation" blather see also the associated video interview with Microsoft CVP of Windows Consumer Marketing, Brad Brooks. When the flacks are talking "conversation", I am always reminded of Nicholas Carr’s diatribe on the subject:
Who exactly crowned "conversation" king? A handful of self-absorbed bloggers banging away at their little keyboards? Conversation isn’t king. Good products and services at fair prices are king - always were, always will be. Which would you rather do business with - a company that delivers great goods but has no interest in buttonholing you into some pathetic excuse for "a conversation," or a company that sells you crap but is great at conversing? Well, duh.
Microsoft would do well to heed his advice.
Update: Microsoft SVP Bill Veghte joins the conversation conga line in a letter to Microsoft employees.
Crispin Porter + Bogusky missed the rumored July start date of their $300 million "Microsoft is cool" advertising campaign, but Suzanne Vranica and Robert A. Guth at the WSJ have hints as to what to expect when it finally arrives on September 4th:
Microsoft Corp., weary of being cast as a stodgy oldster by Apple Inc.’s advertising, is turning for help to Jerry Seinfeld.
The software giant’s new $300 million advertising campaign, devised by a newly hired ad agency, has been closely guarded. But Mr. Seinfeld will be one of the key celebrity pitchmen, say people close to the situation. He will appear with Microsoft Chairman Bill Gates in ads and receive about $10 million for the work, they say.
It’s always possible that this may be a stroke of genius, but somehow it doesn’t seem promising. Reinforcing that impression is the further rumor that the theme of the campaign is supposedly "Windows, Not Walls" and will stress "connecting people and ideas." I just hope they didn’t talk Mr. Gates into another goofy future digital lifestyle demo like he used to give at CES (cf. 2006 and 2007- they were hyping connected experiences then too), although that might work if they played it for laughs.
I would also observe that the original buzz was that the focus of the campaign was to be all of Microsoft’s consumer products, but this seems to be a Vista exclusive.
Seattle PI reporter Todd Bishop attended today’s goodbye party for Bill Gates held on Microsoft’s Redmond campus and has the audio of Bill Gates’ concluding remarks:
Bill Gates and Microsoft CEO Steve Ballmer both fought back tears as they concluded a farewell event for the Microsoft co-founder on the company’s Redmond campus this morning. Ballmer presented Gates with a bound scrapbook of photos and memories — acknowledging that no mere parting gift could do justice to the moment. Then Gates addressed Microsoft’s employees for the last time in his full-time role. Here’s what he said.
Since Gates has been gradually weaning Microsoft away from his presence, I’m sure the transition will go off smoothly, but only time will tell if Gates can avoid the curse of founding entrepreneurs who have to come back to straighten out their “babies” when things go awry.
Bill Gates made a valedictory appearance at this year’s TechEd and along with a Steve Ballmer robot had some some development related announcements:
Not on the formal program was a certain amount of uncertainty over the arrival of SQL Server 2008:
He said Microsoft’s SharePoint Server would become the first Microsoft product to use enterprise search from its Fast Search and Transfer acquisition. The delayed SQL Server will be next. "Think of it as SQL Server, but it’s really Fast," he said.
For all the talk of data services, there was still no date on the next edition of SQL Server. Demonstrating SQL Server 2008, Dave Campbell, from Microsoft’s data storage platform division said SQL Server 2008 would be available in the "next month or two."
SQL Server 2008 is due in 3Q so it is not really past its latest due date. Fast Search & Transfer was acquired by Microsoft in January.
