Seinfeld and Gates pair up for intense shoe-fitting session, cryptic advertisement
By Paul Miller 
posted Sep 4th 2008 9:51PM
posted Sep 4th 2008 9:51PM
[Thanks to everyone who sent this in]
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interesting....just....interesting.
It's a set-up ad for a multi-episode roll-out. This skit introduces the characters and establishes the mood & tone for their relationship. Think of it as a first act in a serial. The punch line won't come until several skits later.
Yeah, it was like a preview for a new episode of Seinfeld. Maybe Bill Gates is resurrecting the show with himself as a new co-star. Hmm... If it weren't for the logo at the end...
The point here is to begin to create rapport with the audience. Remember, the objective is to persuade you to like Vista (better). Jumping straight off into a sales pitch will hardly do that, especially that most of us already know Vista and have an opinion about it. This isn't an expository ad for a new, unknown product where you can just rattle off some stats & pretty pictures.
Changing people's formed opinion is hard. I expect several more of skits like this, to establish empathy and likeability for the characters, before getting into any specific product endorsements. Gates & Seinfeld are naturally likeable personalities, so they have a head start, but it's still an uphill battle.
@d00b
After all of the stupid EXPECTED comments from the Mac fanatics, it's honestly refreshing to hear someone who actually gets it.
Good description. I chuckled a bit. It has promise, we'll have to see where they take it.
Nothing will change my opinion on Vista. Just installed it on my sister's laptop. It is not fun to get to places. There are way too many "small" gripes, and it has plenty of unnecessary loops.
Aesthetically it's not bad. But it's a step back from XP, which -IMO- peaked in simplicity and user friendliness with no compromise in function. AND was not from Apple.
So... it's an Ad campaign about... nothing?
@tarex
i used XP for like 7 years, been using vista for like 6 months, and i already find it easier to find things on vista. main reason? the search funtions. in the start bar, and also the search in the control panel. makes things much easier.
"Nothing will change my opinion on Vista."
"So... it's an Ad campaign about... nothing?"
even more interesting...
I liked it. Makes me want to watch more... or an episode of Seinfeld, which ever is on first.
@d00b: Very, VERY well said. Hadn't even thought about it like that, but it makes perfect sense. It would be very interesting to see this develop as a "story" where people might actually be interested in catching the newest installment. And all throughout...they get temptations to maybe try out the "moist" and "chewy" Windows.
My experience with Vista 64-bit has been a very positive one. It stays fast and it has great features. Ever since I switched to Vista 64, I have never experienced a blue screen once and its very stable. The problem is that the mindset of the average customer is already bad. I hope this turns out to be a success because a lot of people are missing out on a great operating system.
Please note I own both a Mac and a PC.
@ doob
I really have to agree with you there, its not about showing off what vista can do, but more on what people think of it. I was very against changing from xp to vista and had a lot of negative thoughts but when I upgraded my pc I was pursuaded by a friend to try it out and I have to say that I think it's great. A few things have moved around and I had to get used to it. overall it is a very nice system.
interesting and it's charming too.
@d00b
Oh, dear god, no. I know at times the ads can be better than the program you were watching but we certainly don't need adverts to build themselves into a series. Just tell us what you are selling and bugger off. If you think I'm going to be tuning in next week for the Bill & Jerry Show, you've got another thing coming.
Incidentally, whatever happened to the "Gold Blend" couple?
@Jeff.
I installed Vista-64 on my 1 year laptop computer. After clawing the internets for a driver (this issue reminded me of linux) and finally getting to install them all, it just didn't want to work well! I would start up my computer and wait 3 minutes so that i could use the goddamn bugger. And it just kept slowing down. Now I like how they have made changes to the file locations like C:\Users or similar, and how I can zoom in on icons like on the mac. The search function was really great. However, Aero would go crazy, it would make links unclickable. So I could never really use it. And the slow booting time and the stupid hard drive spinning moments bastardized the experience to me. Great to see people like you enjoying it, because I wish I could. XP lacks many features.
I loved it. It seemed really wierd and I like that. I like that MS has gone that way, rather than the "I have an ipod, check out my latest itunes purchase, did I tell you I have an iphone, oh wait — you seen this thing, it beats windows hands down. Yeah, mac just does it for me oh yeah honey" — That makes me cringe.
Oh and I forget Mac just works http://www.flickr.com/photos/scriptingnews/152166797/
"i already find it easier to find things on vista. main reason? the search funtions."
How ironic. So it's easier not because they organised things better than they were in XP - which was already quite a mess - but because they just added lots of things cluelessly where no one could find them by simple logic, gave up, and "solved" the problem with a search function. What a good way of solving problems.
@ Jeff
My first reaction to your post is "how sad is it that we can cheer today's popular operating systems for the fact they do not give us a blue screen or a sad mac?"
Operating systems shouldn't crash.... we have just become accustomed to saving often, restarting, and crashes.
@Kelmon: "we certainly don't need adverts to build themselves into a series."
Ever watch Heroes? Or Extreme Makeover Home Edition? Product placement in television shows is nothing new. The companies are just subtle about doing it. There is no "Buy my Nissan Versa and Rogue, now!", but they feature prominent spots in the show.
There's subtle messages through it.
Look what Jerry is eating. It's an apple strudel. He's an apple consumer and he's sucked in by the sugar coating.
The flock of sheep/people are all eating strudels too and yet they are still fixated on what is happening inside the 'window'
Bill is wearing the conquistador shoe. Bill and windows are the conquistadors of the software world...and as the shop sign says..cheaper.
The shoe seems rigid and unflexible and might not seem to fit, as is the general consensus (they're tight) .. but wait, maybe it really is a flexible shoe.
http://forums.macrumors.com/showthread.php?t=556832
23 pages of a mac forum and nobody gets it.
@Mustaine
They are eating a "churro" not "strudel".
Ahh, OK. Being an Australian, I have never heard of a Churro, but damn they look nice.
I'm glad that they haven't got into apple-esque mud slinging. I like people who don't boast and aren't vulgar, but are friendly and civilised if you are interested in getting to know them. By not boasting or ridiculing, microsoft have taken full advantage or the political and moral high ground that apple have so generously surrendered.
I showed the commercial to my wife this morning, and her reaction was "Oh my God!". She said she wanted 3 minutes back (an additional one and a half minutes for her suffering).
Out of the commercial's one and a half minutes, a full minute is spent talking about shoes. It's only in the last few seconds that Seinfeld asks Gates about what Microsoft is planning for the future (not what they have that's worth anything right now).
The ad line at the end of the commercial is "The future... delicious". I think they might as well have replaced that with "If you don't like Vista, wait a few years... We'll try again".
And I have to say that watching Bill Gates adjust a wedgie up his butt by wiggling his fat ass is not cute or funny. It's barf-inducing!
If Microsoft had spent that $300-$500 Million on creating a better OS, rather than on these commercials, they would have been much better off. But I think they are counting on the general stupidness of their customers.
Yeah, interesting describes it quite well. Not sure where they want to go from here, but I'm curious.
Vista... ah well. If you get used to it it's actually not that bad, there are quite a few things to like, and if your computer is too slow to use it, just don't. But there are also quite a few things that annoy the hell out of me. Been wondering why the corporate world does not want to use Vista? I'd imagine some of them use the Cisco VPN stuff, and it is just plain broken on Vista. My uni uses it, and I just hate it. It never works (ok, 1 in 20 times maybe), and I have only met people having problems with it. Such things need to be fixed, I don't care if it's Microsoft's or Cisco's fault, just do whatever necessary to fix it.
Hilarious! I want more!
fp =P
I saw it, I love Seinfeld but it was just not funny not even a little chuckle. I was disappointed.
Hopefully the rest of them will be funny?
I don't know about you, but I got a chuckle out of seeing his mugshot on that membership card. I thought that was wonderfully tongue-in-cheek.
@Matt-
Nice catch! I had to rewind to notice that one...
The old school "William Gates" photo was my favorite too. I'll watch more of these ads. It wont make me love Microsoft though, unlike the apple ads, which make me LOVE APPLE *brainwashed*
that's because you didn't have canned laughter telling you something was funny.
yeah I saw this during the game and though I saw the store about the upcoming ads, I was a little lost. I guess I was expecting them to be more blatant like the Mac vs. PC ads...
thats because mac vs pc ads appeal to a generation of numb minds.... people who dont think for themselves based on experiences or solid facts, just what the cool kids do and they perceive to be cool. it is a sad state of affairs that society is coming too. i enjoyed the ad, i'd reccon the others will be funny and more to the point.
So, back when Apple was supposed to go bankrupt in the late 90's everyone was saying you shouldn't get a mac because everybody uses WIndows. Jump on the WIndows bandwagon because Apple is going to go bankrupt.
Almost ten years later the argument is that because Apple has been growing in popularity, you should stay away from it. Because it's clearly a yes-man kind of thing... all the cool kids are doing it, why do you need to? Do you need to feel loved by choosing the OS that everyone else is starting to use. You're just jumping on the Mac marketing bandwagon.
I've got to say... first computer was DOS based when I was 6 years old, second, third, fourth computers IBM compatible... fifth computer Mac OS... I'm not a dumb new convert. I'm not a new computer user. I have a ton of experience with Windows, and Mac. I am really sick of PC users ripping on Macs. I've had to listen to countless lectures on why Macs suck so much for way too many years.
And no one has ever been able to tell me why Windows based computers are better. I could give you at least a dozen reasons why I prefer Mac over Windows. I just wish someone could give me a few legitimate reasons why Windows is innately better for them... and please don't say games. I'll buy a game console for that, thank you. And just because games are created in mass numbers for an OS, doesn't make that OS better/ more stable/ less hassle/ a "better gaming OS".
Oh, and if you think I'm a fanboy, please note that I'd prefer to be called a Westwood Studios fanboy. I'd prefer to be called a Kyrandia/ Freddy Farkus Phrontier Pharmacist fanboy. I'd prefer to be called a Legend of the Red Dragon BBS fanboy, because that most accurately describes my past. Windows hasn't really thrilled me with great games all that much in the past 15 years. I can remember when the vast majority of computer users were real geeks and games were much more fun, and not geared towards losers playing in their parents' basements. I haven't played a game that really wowed me in a long time, but most people continue to shell out tons of money for windows based games and use computers with a horrible OS just to do so.
Probably at least half of the Windows populace should switch to Linux (Ubuntu, maybe) and stop trying to defend a broken OS. But that won't happen and most of the posters here will just declare me a Mac fanboy even though I started using Microsoft before some of them were born. Do any of you even know what a BBS is? I'm sure some do... but I wouldn't be surprised to learn that a vast majority don't. I'm not saying you're all idiots.... just that you generalize the mac-user base too much. But then that would be a generalization of all of you. So, I'll refrain from that. :)
End rant. Seriously, though... try some good classic games like Hand of Fate: Legend of Kyrandia, and anything by Westwood Studios. Those people had a sense of humor, and it wasn't all just about how realistic the blades of grass could be... it was an art form. We could all use a lot more of that.
yawn, your opinions invalid because it was longer then a paragraph, go and create a blog to rant on rather then force your opinions down other peoples necks.
@ibmpc
for me there really is no reason to choose a mac. i dont see anything i will gain from it but only have things to lose.
i will lose money because they are more expensive to buy and to get fixed.
i will lose compatibility with a lot of hardware and software.
those are the main reasons . i dont play games on my pc either. i dont understand what these problems with xindows xp are supposed to be either , or why its broken . it does everything to a very good standard for me and i have already learned how it works. why change to a mac??
@ibmpc
Thanks for being a voice of some kind of logical reason against this "I-hate-macs-cuz-they-expensive-stupid-non-mainstream" reasoning. If they think you're intolerant, they need to look at themselves honestly.
@RWD
ibmpc's rant was a bit long, but it should make up for all the silence on the side of Mac users when PC users are practically screaming all the time about how stupid Macs and Mac users are. "your opinions are invalid because it was longer than a paragraph"? Come on, let's be mature here.
I'm with RWD on this one.
Saw it... It was very meh. Just meh.
Exactly. I watched it and didn't know what it was supposed to be. Two old guys chatting about shoes and tasty PC's. They need to run ads like Bud Light and Miller Lite used to, lots of hot chicks. Less filling, tastes great = Lots faster, doesn't crash.
It isn't meh, it's contented with what it is, with about any pretensions. That is the message of the advert.
Hmmmm...Churros.
WTF was that? Cake? Head Explodes.
The cake is a lie.
Ahh, now we know the REAL name of Windows 7:
Generally Less Annoying/Destructive Operating System
GLADOS for short.
No cake for you.
Ah, Portal jokes.
Weighted Companion Cube in Windows 7 sidebar ftw.
I like the subtlety of the adverts as opposed to the intolerable smugness of the Mac guy.
you can't have your cake and eat it too.
There seems to be some confusion at Gizmodo about the point of this. They're just being willfully stupid about it. It's obvious the intent is to launch a campaign and to start from an oblique angle just introducing the idea of these guys hanging out and having a goofy relationship.
Considering Gates can be funny but awkward in past skits, this is very well done in terms of tone and naturalness. I think it's charming and I think that's the point of it. They'll introduce the message and point of the campaign as it continues.
Also, I expect several different kinds of commercials, and not just one idea centered around these two guys. I'm curious what else they'll do.
Also, the douchebag quotient is low. Contrast with the Mac ads, and this is leagues better.
mm, good call. This makes a lot of sense, hopefully the lack of funny here will be contrasted by hilarity from what it's setting up.
So... how does this advertise Microsoft/Windows?
Windows logo at the end, perhaps.
It's a palate cleanser, pointing out that Windows is becoming more flexible.
The "Why pay more" sign is one of them, although that doesn't work against Ubuntu.
I am with ^. My mac works great for what i bought it for but windows is amazingly good at what I use it for as well. It isn't some clear cut world where one is better than the other, they both do a good job and (before vista) were roughly equivalent.
My point is - stopping being an idiot and go over to gizmodo where you belong troll.
Guys...just ignore Smartphone OSX...he's just a troll having fun annoying the rest of you guys... I bet he doesn't even own a Mac or an iPhone.
Bill Gates = Windows.
Charming, friendly Bill Gates = Charming, Friendly Windows.
This is the ad. If you ask me, the Vista logo at the end was not even needed.
that was pointless... they wasted their time with that one!
I don't care what anyone is going to say. This is more useless as and advertisement of the companies product features then the "Get a Mac" ads.
Wow, that's great. Low ranked for stating the obvious? It says absolutely nothing about Windows or any other Microsoft product. Advertising without product information is useless for anyone who isn't swayed by the fact that a company entertained you. I'm not saying the Get a Mac ads do a great job of listing OS X features, but they at least seek to offer an impression of the product, even if that impression is nothing more then "We're better then Windows". This ad tells me two things: Microsoft can afford to hire Seinfeld and Bill Gates is cheap.
I don't think you understand the sequence of advertisements this is going to start. This is just the beginning; as stated earlier, a introduction to the series of commercials that will be aired. If you are unable to comprehend that, I highly doubt that you are able to justify your position on this advertisement especially since you don't even get it.
I thought you said you didn't care what anyone is going to say?
I get the ad. The whole, "Bill Gates is a neat guy, and Jerry Seinfeld has a fun casual day of hanging out with him... And some time down the road, we'll get to some discussion about Microsoft's philosophy of software." What I don't get is why the scripting and/or editing is so inept that it takes a minute and a half to communicate what should take no more then 15-20 seconds as a teaser commercial.
I'm very familiar with advertising that attempts to tell a story. I'm also familiar with the very similar and superior Adventures of Seinfeld and Superman commercials which effectively used short humorous moments to direct people towards a website for American Express. It's not like Microsoft has created some work of art that needs to be "gotten". It's a poorly executed version of something that American Express did years before with more style and better flow.
But if you want to act like this is some esoteric work of genius that I'm too simple minded to understand you could do that. You'd be wrong, but you could do that.
Chris, you just got owned by PC guy.
Sorry, pal.
I saw that. It was amusing.
However, I intended the "I don't care" as an "Despite what oters may say" not as "I will offer no defense of my view in the event that the following is questioned."
I expected more from a Sienfeld/Gates commercial after Gates had that funny video when he stepped down.
That kinda sucked. Only part I chuckled was the picture of Bill on the circus card. Mac commercials > PC commercial (Pizza box FTW!)
The pizza box commercial is dumb, even though Hodgeman is hilarious. But it serves it's purpose.
The pizza box one was really dumb. It didn't really make any sense. Sooooo, he gets the college students close with the box. Then what? Kidnap them and torture them until they get Windows computers?
Anyway, I think Microsoft should parody the "Get a Mac" ads. There are already a lot out there (although some aren't very PC). The "upgrading" one is the best.
http://trunks.fireball20xl.com/twats/comic/comics.php?id=96
Actually the Pizza Box one is one of the better more intelligent ads. I hate mac but that one gets it right. A pc is like a pizza in that you can get multiple "toppings" for it and college students love adding options. well to their pizza. the mac on the other hand is portrayed as the favorite with all your favorites inside all the time. Oh well advertising in the last 15 years has sucked and I can see a trend of even more bizarre suckiness for the prolonged future. 2012 can't get here fast enough.
Bill Gates and Jerry Seinfeld, Man I would love to hang out with those guys.
Gates is the Superman of technology and Seinfeld is the Superman of comedy!
Eh. I object because it's based off flawed data, it may be the most common laptop, but that's cuz there are 3 possible mac laptops, as opposed to the dozens of Windows ones.
Also, it's using propaganda. Specifically, the "Join the bandwagon appeal". Thank you academic games.
I expected something really clever to get back for those Mac/PC ads, but Bill jsut bought some shoes and told Sienfeld that the next Windows OS is gonna be edible -.-
*Not that there's anything wrong with that.*
Get back at? The only thing that would do is lower MS to Apple's mud slinging level. Nothing to be gained by doing that or even acknowledging those to be honest. If you want to win over consumer opinion you don't do it by addressing things like the Mac v.s PC ads, you rise above it and take the high road. You tell the story you want to tell, not try to one-up the competition.
@Neal
Very good point, plus people forget one thing that happens when you mention your opponent in one of your ads. You give them free advertising. It's a very fine line to walk when you ever mention your opponents in your ad, because in some cases a small percentage of the audience will end up turning to your opponent, because they'll be wondering why your opponent doesn't have to sling mud at you.
I just watched it twice. Did that make any sense whatsoever?
Watched it twice? Nope, that makes no sense at all.
If this is Microsoft's answer to the Get a Mac ads, then is MEH!
This doesn't really show any features of Vista, but at least it's better than "The Wow Starts Now"
And the 'Get a Mac' commercials show the OS?
Since when do they show features?
"Macs don't get viruses! lol! Buy me!"
CantStanJa!!!
okay..what?
I just love how everyone (mac fanboys) just couldn't stop says MS is going to answer our (stupid) mac vs pc spots! LOL! Perfect example.
They think they are the center of the universe, and MS didn't say so.
"...everyone (mac fanboys) just couldn't stop says MS..."
English much you (sthars) can use????
But seriously, what were you trying to say here?
OK.
Anyone think that the shoe store is supposed to be a metaphor for the apple store...?
And perhaps the salesman... aka shoe genius... and then Jerry is the customer more informed about shoes than said genius...?
Perhaps the sales man's poor attempt to fit shoes on Bill is symbolizing the mac one-size-fits-all approach to O.S.'s....?
Just a shot in the dark...
that's quite a stretch. Typically advertisements try to make things clear or somehow direct elsewhere (like an ARG) to generate interest.
mojave FTL
this FTL
That's clever. Could be. Are ad execs that smart? Wouldn't it be easier to show a half-naked woman/girl and then put the logo up.
If it didn't mean that, it will now. But I'm still interested to see where this will go.
yes?
Then the "the run tight" would refer to the tight pricing of a mac?
Why is Gates at the metaphorical Apple store?
I was just about to send a tip on this one.
Anyway...bizarre, but funny.
WTF, i think that apple fanboys are going to destroy this commerical
Anyone think that the shoe store is supposed to be a metaphor for the apple store...?
And perhaps the salesman... aka shoe genius... and then Jerry is the customer more informed about shoes than said genius...?
Perhaps the sales man's poor attempt to fit shoes on Bill is symbolizing the mac one-size-fits-all approach to O.S.'s....?
Just a shot in the dark...
Seinfeld's umm can you call it humor? would be Microsoft trying to make a cohesive ad, that people understand?
it would make sense actually. Now i get it. their commercials are as east to navigate as their OS!
anyways, i saw this during the game like others did. And i thought it was funny, then again i do have a fever of 102.
Maybe their ads require an IQ.
I mean, white background, stereotypes, and preschool background music.
That's the formula for an ad that doesn't talk down to you. /s
that is a really smart analysis. seriously