Can Jerry Seinfeld improve Microsoft's brand equity?

Microsoft is hugely profitable but the stock sucks lately. Microsoft doesnt need advertisment, but Jerry need the dough..

The fact that *you* are excited about the campaign is an indicator that the campaign is most likely to be a failure for its target audience.

Think about it - who is the target audience? The consumer. Consumer wants something hip and edgy, and like it or not, Apple exudes those qualities. Microsoft does not. Sienfield did - about 10 years ago. I seriously doubt Sienfield pitching Xbox 360s and Zunes will draw in the crowds.

The Apple Get-a-Mac campaigns did not bring in well known people pitch their products (though Apple did try doing that unsuccessfully in the 90's). The focus is on the product - OS-X - not some famous celebrity.

Do you really think the focus will be on Vista or Sienfield?

How funny is this:
Seinfeld, a Mac user with Mac's sitting on the desk on the set of Seinfeld for years is going to pitch Microsoft.
That's the real joke.

If you google Seinfled + Apple you'll be directed to Youtube where you'll see one of Apple's "Think Different" ads produced a while ago featuring among others Ghandi,
Jim Henson, John Lennon and numerous other luminaries and also a young Jerry Seinfeld. At least we can blame this on the ad agency. The new tag line: "Think Money."

Beltway Greg

Who wants to be "hip & edgy", I can't think of any thing more "un-cool" than that. We should strive to be independent thinkers, not brain-washed "fanboys". It's time to go with the products that get the job done, just as good, or better, at a lower costs, do we really have to be "hip". I would be glad to help Bill Gates & Microsoft bring Apple down a few notches, tell him to contact me & offer me a nice job. So Jerry Seinfeld used to be "hip" but he's older & wiser now, no longer "hip" but cool.

Seinfeld is just like Microsoft...... Sooooooo '90's.

AS Jerry heads further into the Jackie Masonesque "that's not funny, let me show you how we used to do it... THAT was funny," age group and Microsoft's sheer size and Vista baggage makes it harder than ever to get out of their own way, I don't see a beneficial pairing here.

Personally... I don't see why Seinfeld would want to hook up with a "this is your Dad's software company," anyway. Surely he doesn't need the money enough to sell out his classic moves.

Microsoft should get the guy from Mad TV, then they could take things to a "WHOLE NUVAH LEVEL."

Augie

Sweet fancy Moses! Well, I guess they're going to appeal to the "get off my lawn" demographic. Remember Jerry's "flash-forward" scene where he was envisioning being an old man, in the same apartment with an elderly Kramer, and then impulsively proposed to Janeane Garofalo? This campaign might look kind of like two old guys trying to look hip. Hope not, though...Jerry has always been intrigued by advertising (he even mentioned opening an ad agency as one of his possible post-sitcome vocations). And let's not forget that George once sold PCs for Frank before Kramer went Incredible Hulk on them! Oh well...sometimes all you can say is SERENITY NOW!
http://www.cafepress.com/hoganstore.47042840

Yes, Jerry Seinfeld touting Microsoft should work out very well; especially when they run the ads during any "Seinfeld" re-run, ALL of which clearly show that he uses a Mac!

There's an obvious comedian Microsoft should have used ... http://notnews.today.com/2008/08/21/30/

Can Seinfeld Save Microsoft Vista?

The answer is NO.

The other thing that is worth saying is that Microsoft, despite rumors to the contrary, is not dead and so probably doesn’t need to be saved. Sure, it’s not performing like it used to and they are under attack by Google and Apple, but even with all that, Microsoft is still a ridiculously profitable and massive franchise.

That also doesn’t mean all is good on the Mister Softee front. And to this end, they’re looking to change up their image and battle the ridiculously effective Mac vs. PC ads and combat the stigma that their latest operating system, Vista, has.

To do this, the WSJ reported that Microsoft will be unveiling a $300 million ad campaign for Microsoft Vista which features Jerry Seinfeld and Bill Gates with the tagline “Windows not Walls”. They’ve also released the Mojave Experiment which features informal “blind taste tests” of people using Vista and being pleasantly surprised by its performance. The marketing push is being received with mixed response as expected.

I’ve not seen the ads yet, but here’s why this isn’t a good idea.

Let’s tackle the individual elements.

Mojave Experiment

* These taste tests look contrived, e.g, these are not believable. Why would anyone believe that these are genuine or that they just didn’t omit the bad reviews? I’ve watched about 20 of the mini-clips and most show people getting entirely too excited about an operating system. Sorry, I’m a skeptic.
* The fact that you need a Vista expert sitting next to you showing you how to use the program is proof of the problem. People want software that is easy to use.

Seinfeld & Gates Ads - Windows Not Walls

* While brand advertising does work, the problem is not just that Apple did a great job ridiculing Windows. It’s that Apple’s OS seems to just be a better product. (full disclosure: this comment is based on a sample of 10 friends who are Mac fans. I’m a loyal but often-annoyed Windows user)
* More importantly, Apple’s better product has created an emotional connection with users. And what Microsoft looks to be doing is creating a rational argument for why their product is better (Mojave is but one example).
* Apple is the cool, hip brand. As funny as Jerry Seinfeld is, he doesn’t scream hip. His show, while hilarious, may not even be known to many in the Apple demographic. Not to mention that his prior pitchman record wasn’t so stellar.
* The Windows Not Walls tagline is very corporate. Apple is un-corporate. Un-corporate is in.

Microsoft has a ton of cash and so $300 million is not going to break the bank. The fundamental issue in this case is whether this is the right investment or resource allocation decision for the company. $300 million would go far in actually creating better offerings for customers and that unfortunately seems to be the problem Microsoft has been struggling with and should focus on at first.

Regards,
Anand Sanwal
www.brilliont.com

I wrote a tongue in cheek article on my blog about two weeks ago listing my top ten reasons why Jerry Seinfeld should not be punting Windows Vista.
Here are some highlights:

* The campaign is badly positioned. Jerry is 54 years old. He is basically only representing 7% of the global computer users.

* Making me laugh at witty quips is not going to sway any business decision I make, regarding the future direction of my IT department for the next 3-5 years. Also his jokes and good humor will not cover the ever escalating license costs from Microsoft.

Here is the link:
My 10 reasons why Jerry should not be part of the campaign

Here is my comments on the first advert.
My Comments on the First Advert

Enjoy the laughs!