If, like many other people, you didn't happen to think that Microsoft's, Bill and Jerry, comedy routine was very funny - good news, because after a much controversial two weeks, the ad duo is no more.
Despite denials from Microsoft, they have apparently fired the aging comedian from being apart of their new and massive $300,000,000 dollar 'image improvement' ad campaign!
Does that still mean Jerry Seinfeld gets his $10,000,000 fee? Well, your guess is as good as mine on that one.
Microsoft's spin on the whole matter, is that the whole thing was planned, it was supposed to be just the teaser for the real ads yet to come, all of which were designed to help build up a positive image for the much maligned corporation. If that's the case, then it's a rather strange thing indeed, because despite their claims to the contrary, those first two ads brought in far more scorn on Microsoft than anything else. Hardly what I call a good start for a positive image makeover!
Crispin Porter & Bogusky, the ad agency behind Microsot's new campaign to build a more positive image for the Redmond giant, has been very successful in the past in reversing public opinion, however, whether this will be the case here is yet to be seen, but it seems to have started on a rather odd footing if you ask me. As they say, "past performance is no guarantee for future performance!"
Apparently, Microsoft and it's agency now favors a more direct approach by directly addressing Apple's famous, "I"m a PC, I'm a Mac" ad campaign, something that a lot of people thought they should have done in the first place, myself included.
The New York Times has reported that Microsoft's campaign will now feature a John Hodgeman look-a-like character to help redefine Apple's ubiquitous ads! Will it work? Hell if I know? But presumably 300 million dollars can buy you a lot of high-flying advertising talent these days and, for Microsoft's sake, you would certainly hope so, now wouldn't you? However, I'm not sure if that is going to work this time around, because Apple's own ad agency has proven itself to be on of the best and it should be able to easily and effectively spin around, Microsoft's counter spin, on Apple's original spin to Apple's advantage!
So, is Microsoft just toying with us, getting us all pumped up for the next faze of their massive campaign to improve it's image? Bnet, for one, sure seems to think so. They quote another site, Creative Beef (love the name) who they think has perhaps has the best summation of the whole kerfluffle: who says:
"What are they trying to do? Get us to buy Windows-based computers? We already do. In droves. Oh sure, there’s the Cult of Apple. But their numbers don’t even come close to Microsoft’s. Apple’s advertising IS better. But so what? There are tons of small companies that do great advertising. But you don’t see massive corporation ns freaking out about it. If a small chain of sandwich shops puts together an award winning print campaign, you don’t see Subway changing their whole marketing plan[…"
That for me brings up an interesting point: if people are really so crazy about Windows, if Apple is so insignificant, then why in hell is Microsoft spending 300 million clams to inform us of something that we already know? The answer is simple: people may be buying Windows in droves, but they are still not happy campers because Vista still sucks!
The reality, of course, is that Apple and it's famous ads are really making a difference. Microsoft may be bigger than Apple is now, but with current present projections that is not only about to change - it's already in the process of changing! Apple's share of the market is growing at a far greater rate than that of Windows! Windows is slowly, but surely, losing market share and mostly to OS X, and, to a lesser extent to Linux. It's that growing trend of dissatisfied Windows users that are beginning to jump from the Windows ship, to the good ship Apple, that is behind this paranoia on Microsoft's part, and hence it's massive $300,000,000 counter ad campaign! Microsoft may not be as clever as they would like us to believe, but their not stupid either. They clearly see the writing on the wall and they are desperately trying to erase what they are seeing and stop, in the process, both the Mac and Linux camps before they become unstoppable, something that may already be too late to do.
Whether or not they actually fired Jerry Seinfeld, or whether it really was all part of their strategy all along, really doesn't matter - what matters is whether or not Microsoft's new campaign will actually convince people that Microsoft and it's products are as cool as the campaign says they are? Big name actors and lot's of spin may be enough, but somehow I sincerely doubt it, because as long as Vista still sucks, because it's too slow, incompatible with other software (often even with Microsoft's own), it's too complicated, too confusing, or as long as the hardware requirements are so steep, etc., no amount of advertising will convince people, while they are staring at yet another blue screen of death, that Microsoft and it's half-baked products, Vista included, are as great or as cool as the commercials claim!
And that's my 2 cents 4 this Thursday, September 18, 2008.
Image via: The New York Times
UPDATE: Gizmodo has reported that the Bill & Jerry comedy ad duo has NOT been canceled after all! You can read all the dirt HERE!
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