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May 21, 2008

Trying to make Microsoft seem cool

Posted by David Hunter at 8:49 AM ET.

I always like stories about the advertising business. The characters are strange, their ways are weird, and if you didn’t occasionally encounter the work product, you might think they were merely comedies of manners. Anyway, another entry in the genre is Danielle Sacks’ Fast Company article, Can Alex Bogusky help Microsoft Beat Apple? which lightly recounts the development of an upcoming ad campaign for Microsoft by "bad boy" ad agency Crispin Porter + Bogusky.

It isn’t spelled out explicitly in the article, but Microsoft has many advertising campaigns for its many products and the one in question is a $300 million exercise in consumer product branding. That seems to cover Zune, Xbox, Windows Live, and even Vista, but we won’t know until about July when the campaign is rumored to start. It is the nature of the beast that most advertising campaigns fall flat, but it will be interesting to see what vaunted purveyors of corporate "cool"  like Crispin Porter + Bogusky can come up with. They certainly can’t do worse than what has passed for Zune advertising.

Filed under General Business, Marketing, Microsoft

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5 Responses to “Trying to make Microsoft seem cool”

  1. The Empire Strikes Back? | Microsoft News Tracker Says:

    [...] Bott has spotted a teaser on the Microsoft home page that looks like the start of the much anticipated $300 million ad campaign defending Vista and generally enhancing Microsoft’s cool credentials. Maybe, but if a picture of a sailing [...]

  2. Microsoft’s cool advertising duo: Seinfeld and Gates | Microsoft News Tracker Says:

    [...] 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 [...]

  3. New Microsoft Seinfeld-Gates ad campaign starts with a dud | Microsoft News Tracker Says:

    [...] 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 ad played during the NFL season kick off game and see whether you think it does [...]

  4. Seinfeld-Gates ad outbreak thankfully over | Microsoft News Tracker Says:

    [...] the "out-of-touch" crown, being unfunny – what’s not to like? Unless you are Microsoft who forked over $300 million for this foolishness.   Filed under General Business, Marketing, Public Relations Related posts:New Microsoft [...]

  5. Microsoft t-shirts mark new low in Crispin Porter + Bogusky cool campaign | Microsoft News Tracker Says:

    [...] Crispin Porter + Bogusky advertising and PR campaign to make Microsoft seem cool has really hit rock bottom. Their latest brainwave is the release of a line of retro Microsoft [...]

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