Jerry Seinfeld And Bill Gates Sell Shoes For Microsoft

Microsoft has launched a $300 millon campaign to show people how the Windows Operating System has managed to keep pace with their busy lives.

The kickoff ad is a 90 second commercial created by MDC's Crispin Porter + Bogusky in Miami that features Jerry Seinfeld and Bill Gates shopping in a mall at a discount store called Shoe Circus. Gates is in the process of buying a "faux leather" pair of shoes called "The Conquistador" - much to the delight of some gawkers outside the store window (why the gawkers happen to be Hispanic is something I'm still trying to figure out).

Upon leaving the store, Seinfeld asks Gates why he couldn't create computers that tasted like cake, so people could eat them while they were working. The last words seen after they make their exit are "The Future. Delicious." I wasn't even sure as to the point of the ad until I saw the closing words - pretty scary considering that it must have cost a small fortune to bring in Jerry Seinfeld.

While interesting to watch, the pairing of Seinfeld and Gates still seems a bit odd. The pacing is a bit slow, and I find myself waiting for some classic Seinfeldian lines...."No Microsoft for you!" Interesting yes, but will it sell product?

According to Adweek, the bloggers have been all over this ad. Many say it doesn't make any sense, while others hinted that the ad was "all about nothing."

David Webster, General Manager of Brand and Marketing Strategy at Microsoft, told Adweek that "We've crossed the line where we're not going to let a competitor define our story anymore - we want to tell our story not somebody else's."

If the point of storytelling is to create a place in the consumers mind that helps give context to an experience, then what happens when the story itself is convoluted - or misunderstood? Was it a good idea to include Jerry Seinfeld in the ad - or would the message have been more clear had another celebrity been chosen?

Either way, Microsoft succeeded in Phase One of their strategy. They have everyone talking about it.

Comments

[Dave]

I loved it. Of course, I have an entire blog dedicated to shoe-related humor and trivia.

[Lewis Green]

Karen,

I had no idea where they were going or why they were going there the first time I saw the ad. Had it not got my attention, I would have missed the message. However, because of the combining of two powerful personalities, the ad worked for me.

[Karen Hegmann]

@Dave - Thanks for your comment. Interesting that you have a whole blog dedicated to shoes. I love the photo of George W with crocs...the socks really have to go!

@Lewis - I guess there's still some element of persuasion in confusion! I was confused with the ad at first too. The pacing was odd, and I didn't know what a shoe store had to do with Microsoft.

As you suggest, the two powerful personalities won us over and have us all talking about it. Thanks Lewis!

[paul isakson]

Hi Karen. So glad I found you through your guest post on Conversation Agent.

Interesting thoughts here. I agree that the story is perhaps a bit too esoteric.

It's clear from the Adweek article that they want to change their story - tell their own story. They use the word story at least three times. The problem is, the symbolism in this story takes a bit too much work for most people. Most don't want to think that much about an ad and what it is trying to say.

My hunch after seeing the first spot alone was that they were going to attempt to change the image of MS from an autocratic ruler who wants to dominate and control the PC market to more of a technology-loving regular guy who just wants to make great products for the future.

After seeing the second spot, I still think that, but more of the story became apparent, albeit still convoluted.

The shoe store spot now appears to be revealing that Jerry is going with Bill on a journey. The journey is going to be uncomfortable (the new, tight shoes), but will get better after a while (once you've broken the shoes in). The reason for the discomfort is (as we see in the second spot) that Bill (and Jerry) are very out of touch with the people who use Microsoft's products. Their first attempt didn't go so well, but they made it through it and are going to keep going.

The third spot (not using Seinfeld - I'm a PC) reinforces for me that they're trying to show MS as the regular guy who loves technology by showing all the regular people who use it along with a few celebrities & industry experts to give it some caché.

Whew. That was a long one. :) Again, very glad to have found your blog!

Paul

[Karen Hegmann]

Hi Paul

Thanks for your thoughtful comments and insight. Glad you found me on Conversation Agent - and I can see from your blog that you were there as well!

I agree that people really don't want to think too much when viewing commercials. That said, the pairing of BG and JS did lend to some interesting conversation.
The analogy of going through a journey does make sense, although is definitely not obvious when you first look at the commercial.

I remember hearing recently that they were pulling the ad, but am not sure if they pulled the whole campaign - or just that ad. From your post, I'm assuming they're going to continue with a similar concept.

I'm curious to see what they're going to do next.

Thanks again for visiting and I'll take a look at your blog.