Poll: Is Microsoft's new ad working?
by Joshua Topolsky 
posted Sep 5th 2008 at 9:21AM
From: Bill Veghte
Sent: Thursday, September 04, 2008 5:37 PM
To: Microsoft - All Employees (QBDG)
Subject: Telling the story of Windows
Since it first launched nearly 25 years ago, Windows has been one of the most successful products in the history of the high tech industry. As we set our sights on the next 25 years, it is essential that we deliver incredible offerings on a great platform. We must also tell the story of how Windows enables a billion people around the globe to do more with their lives today. We must inspire consumers with the promise of what Windows uniquely makes possible across the PC, phone and web.
Telling our story means making significant investments to improve the way consumers experience Windows. To that end, we are focused on making improvements at practically every consumer touch point, from the moment they hear about the Windows brand in our advertising to how they learn more about Windows products online; from how they view Windows and try it at retail to how they use the entire range of Windows offerings – Windows Vista, Windows Mobile and Windows Live – across their whole life.
Today, we are kicking off a highly visible advertising campaign. The first phase of this campaign is designed to engage consumers and spark a new conversation about Windows – a conversation that will evolve as the campaign progresses, but will always be marked by humor and humanity. The first in this series of television ads airs initially in the U.S., and it aims to re-ignite consumer excitement about the broader value of Windows. The first television spot aired on NBC during the opening game of the NFL season and will be seen throughout the evening on various primetime programs. Worldwide, you can view this first TV spot at http://msw.
This first set of ads features Bill Gates and comedian Jerry Seinfeld. Think of these ads as an icebreaker to reintroduce Microsoft to viewers in a consumer context. Later this month, as the campaign moves into its next phase, we'll go much deeper in telling the Windows story and celebrating what it can do for consumers at work, at play and on-the-go. At that time, I'll be back to share more information about our plans to further strengthen the bond between consumers and Windows – one of the most amazing products, businesses and brands of all time, and, with the right tenacity, passion and agility from all of us, a story that has many great chapters to come.
Filed under: Misc. Gadgets
Reader Comments (Page 1 of 5)
rabyburns @ Sep 5th 2008 9:24AM
wish i was first with windows too!
Tinu @ Sep 5th 2008 9:32AM
Ok it's way too early to take a poll like this when the email clearly says:
"Later this month, as the campaign moves into its next phase, we'll go much deeper in telling the Windows story and celebrating what it can do for consumers at work, at play and on-the-go."
Why take a poll right now?
BananaBoat @ Sep 5th 2008 9:38AM
Trying to explain to people that it's the first commercial in a series is pointless. Hell, I was watching it with friends, and they didn't even get the thinly veiled bashing of Shoe Carnival. They aren't computer people though, and they did laugh, so I guess it's effective in that sort of way. When Bill moved his ass at the end, I lost my shit in a big way.
Joshua Topolsky @ Sep 5th 2008 9:40AM
@Tinu -- The email is pretty explicit in saying what it hopes this ad will achieve: "The first phase of this campaign is designed to engage consumers and spark a new conversation about Windows" and "The first in this series of television ads airs initially in the U.S., and it aims to re-ignite consumer excitement about the broader value of Windows."
Seems like as good a time as any to wonder if it's having the intended effect!
Bobby @ Sep 5th 2008 9:42AM
While being not very fond of Microsoft products for well known reasons any new strategy to kick that stinky Apple "business all locked up model" will work. Go ahead and kick that Apple Bill !!! I would even put up with dancing monkey Balmer !
High Ranks make you sterile @ Sep 5th 2008 9:52AM
I personally like the Tony Romo ad better:
http://www.youtube.com/watch?v=Z84QBn9BGro
L8on @ Sep 5th 2008 9:54AM
@ BananaBoat:
wait, I dont get the Shoe Carnival joke... care to enlighten me please?
SOOPERGOOMAN @ Sep 5th 2008 9:57AM
It must be working considering EVERY BLOG ON THE NET is covering it. Ah the sweet smell of successful revenge. DIE MAC DIE!
Anonymoose @ Sep 5th 2008 10:03AM
"The first phase of this campaign is designed to engage consumers and spark a new conversation about Windows"
they chose a poor time to do this. who wants to engage in conversations about windows? football season just started. they should have waited for the offseason to do this.
Mark Anderson @ Sep 5th 2008 10:14AM
@Anonymoose
Sure, that's why no-one on the web is covering it.
Oh wait.
HunterXI @ Sep 5th 2008 10:54AM
But this is just the peak of Microsoft's fundamental misconception: assuming that the majority of their sales base are actually competent. The simple fact of the matter is that the vast majority of computer owners are dullards who lack the mental faculties to reason for themselves.
That's why Apple's ads have been getting stupider and plainer. In the latest one, PC just blatantly goes and says "fear of switching is what keeps PC customers". I think it's the worst kind of ad campaign, based on slander and unsubstantiated opinion (basically the equivalent of any political ad), especially since they're not even mentioning their virtues anymore (Apple certainly does have some). It just goes to show how far Apple is stuck up its own ass. But there's clearly a reason behind it – it's banal enough to get through the thick skulls of the "other" 90%.
Harvey @ Sep 5th 2008 11:06AM
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.
John @ Sep 5th 2008 11:09AM
I dunno how I feel about the ad. I mean, sure, everyone says "it's working," but it's not like Bill Gates was the problem with Microsoft. All this ad does is build Bill Gates' brand (that is, himself and his image), not Microsoft's, and certainly not Vista's.
Jeff @ Sep 5th 2008 11:18AM
I think the ad is kind of brilliant. The naysayers who say nay because they can't figure out what it's about amuse me - then why are you here talking about this new ad for Windows? Obviously you were not all that confused.
Bill Gates is an iconic figure. Yes, most people do know who he is. What else would they think he was advertising but a Microsoft product? The fact that he *doesn't* actively do that at all makes the ad interesting. I kept waiting for the pitch... and there was none. Just a little Windows logo at the end.
And now we are all talking about it.
I certainly understand it as the first in a series. It's generated a lot of buzz, first for Seinfeld being involved, and now because it's just kind of wacky as marketing goes. But I expect the next few ads in the series will be more conventional. I kinda hope they aren't, though. I like this new Bill who's old and rich enough that he doesn't really even care what anyone thinks of himself or his OS anymore.
Dave95 @ Sep 5th 2008 12:44PM
@ Mark Anderson and Supergooman
In that case I remember everyone on the "internets" were also covering the Zunes at launch, did that equate success?
CristoFro @ Sep 5th 2008 1:05PM
@HunterXI: I agree completely on Apple's ads. I've never had a big problem with Apple's products, aside from the simple fact that I don't have a personal use for any of them, but their ad campaign is becoming exactly as you say it is-- stupider and plainer. Even if I find a desire to use one of their products for myself, I think I would rather find an alternative because of the way they are presenting themselves and their products.
As for the new Microsoft ad (part 1 through ?) I liked it. Casual and certainly an icebreaker for what's to come. I'm looking forward to seeing how it pans out.
Andrew @ Sep 5th 2008 2:37PM
It was a funny commercial but it says nothing about Windows or Vista.
I hope people go out and actually compare OSX to Vista and make up their own mind about what they need.
Pip @ Sep 5th 2008 1:35PM
You want to know whats awesome?
Having your girlfriend buy an HP system last week that comes with Vista 64 preinstalled. It has since randomly stopped outputting sound twice now after Microsoft Updates. You have to reinstall 3rd party Realtek drivers to get it to work again. It wouldn't work with a five month old wireless card. They released Vista 32 drivers, but not Vista 64. "Vista Compatible" means what now? I had to yet again find third party drivers from a company I've never heard of "RA Tech" and manually install them by hand to get it working. The onboard NVidia drivers are now asking to install a networking controller. I have no idea what this even means, I thought NVidia was video only. This was all withing ONE WEEK of owning the new machine.
I mean, if I didn't deal with computers for a living, I don't know what I would have done.
To me, Vista is simply broken.
You can blame it on the companies releasing substandard drivers, the vendor not integrating properly, or whatever else you want. Fact is, most people who are not tech saavy will care. They'll take it back and end up with a Mac.
Microsoft needs to come out with their own proprietary systems like Apple does. If they want to give us the "Vista Experience" they need to put it on lockdown, only use specific hardware, and lock everyone else out.
Mark Anderson @ Sep 5th 2008 2:37PM
@Dave95
And your point was...?
No, seriously.
Oh. You don't have one.
...
Next.
BananaBoat @ Sep 5th 2008 3:52PM
@L8on
Shoe Carnival is basically a junk store where they happen to sell shoes. Moms bring their toddlers because it's got games for them to play, and there are flashing lights etc, but for anyone over the age of 10, it'll make you want to vomit. On top of that, the shoes they sell are generally really cheap shoes that only children would want anyway. It's basically a slightly fancier version of payless. So to have Bill Gates (at times the richest man in the world) shopping in one (I believe it says "Shoe Circus" in the commercial) is hilarious. It's even more hilarious because of Bill's reputation as being a gigantic tightwad with his money (It's actually believable that he'd shop in that type of place to save money). Personally I don't think Jerry Seinfeld brought anything particularly interesting to the commercial (I'd much rather have seen John Stewart in the role, or Steve Carrell) but I'd like to see where it's going. I'm not sure what angle they were playing with the wide eyed Mexicans that were commenting on Bill's shoes though...maybe they see an untapped market segment there?
There is nothing they can do to get me to switch to vista, but that doesn't mean I can't enjoy their ads.
OneLove @ Sep 5th 2008 9:23PM
if you have to explain it, big epic fail!
AngelKris @ Sep 6th 2008 9:24AM
After reading some of the articles going on at Engadget, I finally asked my friend who has a mac for a OSX installable dvd to install on my PC. It couldn't run in vmware or a proper install and kept crashing on my AMD Athlon 64 even as vista was running perfectly. I found out that OSX does not support 90% of the computers configurations out in the world. i know that apple sells hardware rather than software, but still why do people compare a Software OSX which cannot even run in 50% forget 90 % of the computers in the world to something Vista / XP which atleast runs on my 7 year old pc to my latest quad core pc.
I then used my friends mac and i feel It is very misleading in the ads to say that a MAC is better when i can't even choose my own configuration, can't play my games, have to lose most of my favorite programs. i use Ubuntu hardy for normal home, windows xp for gaming and vista for office and these OS's plainly support all my computers. Why should i spend money on buying a software restricted non user upgradeable new mac when i can buy windows which runs on all my existing pcs. i do not understand why people lie so blatendly by saying mac is better when it can run only on a fraction of computers and an even lesser fraction of software.
Devon @ Sep 5th 2008 9:26AM
I'm sorry but this commercial was just plain confusing.
WTF did it have to do with Windows.
who? @ Sep 5th 2008 9:44AM
Based on how long they actually showed their logo, I'd say they are just the primary sponsors of a new show called Bill and Jerry...
BuddyBoy @ Sep 5th 2008 9:47AM
Is Steve Jobs the new Newman?
SOOPERGOOMAN @ Sep 5th 2008 10:00AM
He's not the new Newman he's the new George/Kramer/Elaine..... Can't ya tell from the commercial?
Get out of here!
ericdrum @ Sep 5th 2008 11:24AM
Have you ever looked into Newmans eyes? He's pure evil.
giuliop @ Sep 5th 2008 11:44AM
I think it's perfect. It's got *everything* to do with Windows. It's confusing, meaningless, and just random. Like Vista, it seems to have been written by a flange of baboons.
giuliop @ Sep 5th 2008 12:52PM
Yes, Low Rank me, you Vista fanboys. Your obtuseness can't be defeated.
AmazingRobie @ Sep 5th 2008 1:13PM
hahaha...Seinfeld is balding like George Costanza, maybe that's why he's playing 'Costanza' to Bill's 'Jerry' or maybe if you pay Seinfeld enough, he'll be anybody's little clown.
Atanas Boev @ Sep 5th 2008 2:22PM
@who: "Microsoft hired comedian Jerry Seinfeld and CEO-gone-comedian Bill Gates on a new ad campain" :)
RC @ Sep 5th 2008 9:25AM
Again, people are willfully not understanding the point of the commercial. This is an introduction to the campaign. They're just setting up the sales pitch and you questioning whether the sales pitch is effective. Let them get to it first! Geez, some people never resist an opportunity to be stupid.
who? @ Sep 5th 2008 9:42AM
So Microsoft has an ad campaign less than half of the world will get (without your help), and the rest of us have to put effort into understanding and follow it like a soap? Brilliant (not).
They should have stuck to just lying to their customers... (Mojave)
Chad @ Sep 5th 2008 9:57AM
Actually it's more like the wizard of oz where the wizard does something grandiose (in the ad's case it does something warm and fuzzy) while trying to keep you from looking behind the curtain. Or perhaps it's more akin to the emperor and his new clothes. Not saying nobodies ever done those things before but it's a new ploy for Microsoft and it feels "unnatural" coming from Bill G. Time will tell whether it hits the right chords with consumers. Techies and fanbouys aren't going to be swayed by this campaign.
Evan @ Sep 5th 2008 10:46AM
@Chad
Techies and fanboys are a small portion of the marketplace. They are going after a larger mainstream market, just like Nintendo said "screw techies and fanboys" and went after casual gamers. The problem is, Microsoft has proven time and time again that they don't understand the mainstream market the way that Apple and Nintendo understand them.
Greg @ Sep 5th 2008 12:43PM
The Mac PC ads get their point across, with humor, and in a smaller time slot.
The ad is poorly designed if it cannot do this.
The "window mohave" experiment ads are better, but it jumps into the pitfall of focus groups: people lie.
All in all, I'm not a fan of their new ad campaigns, but it's a start for them. I guess they're just not used to having competition to deal with
kurt.tappe @ Sep 5th 2008 3:24PM
@RC:
That assumes that viewers will see both this intro and the subsequent episodes. Considering that this intro was so long, it's very doubtful they'll be showing it much more. And only football fans saw it. Followups then are stuck being in football timeslots; they can't show them during Desperate Housewives or Mythbusters or Cash Cab. That's the danger of having episodic advertising--it handcuffs you. It's therefore a pretty risky move and may not gain MS much. It certainly doesn't do what Ballmer said it would, counter Apple's assault.
PynkFloydd @ Sep 5th 2008 7:18PM
Most people ARE missing the point of this commercial. It's just a way to associate Bill/Windows with the average person. Bill's prison mugshot is used as his super saver club and shopping at a cheap shoe store for pleather shoes makes Bill human...not some pretentious ass shoving products down our throats. Jerry is just there to liven things up a bit. Anyways, you like Bill because he's the victim and he's not saying that he's better than anybody. It's human nature.
bbydon @ Sep 5th 2008 9:28AM
The ad is about buying cheap shoes. Then stretching it and working out the kinks to make it work for you...
wha
who? @ Sep 5th 2008 9:48AM
It's a comparison to Windows. It doesn't work right, unless you put your computer in the shower.
sinjinn @ Sep 5th 2008 9:53AM
what the ad might be saying is.."hey , your foot/pc is feeling a little cramped by your shoe/OS. maybe you should try this new, bigger and more comfortable shoe/OS"
sinjinn @ Sep 5th 2008 9:53AM
what the ad might be saying is.."hey , your foot/pc is feeling a little cramped by your shoe/OS. maybe you should try this new, bigger and more comfortable shoe/OS"
who? @ Sep 5th 2008 10:16AM
@sinjinn
Or they want everyone to try using Vista in the shower. See how that goes for ya!
MMaster23 @ Sep 5th 2008 9:28AM
http://www.neowin.net/forum/index.php?showtopic=665498&st=60&p=589744146&#entry589744146
"Sure .. it's kinda a funky ad but it has a different style of humour (a style which isn't populair anymore, it was more prominent in the 90's). Most people don't get the point... it's not about promoting anything.
You'll get more of these ... and then you'll say "ohhhh".
I have 10 times more respect for this commercial then those mindless MacVsPC which are dumb and downright wrong.
Does this promote Vista? No, it doesn't has to do that.
Take up communication / PR course 101 and you'll know why.. "
who? @ Sep 5th 2008 9:46AM
Yes, but what if someone blinked?!?! They'd miss the logo!
quandmeme @ Sep 5th 2008 12:43PM
Absolutely. I love it. (Obligatory self identification: I got a Mac last year and an iPhone over the labor day weekend.) "Leather." etc. Great stuff out there humor. Microsoft as a zany idea is something the world needs.
chefgon_ign @ Sep 5th 2008 9:29AM
How can it make Windows more palatable and interesting when it wasn't even a commercial for Windows? It was an image enhancer, that's all. And in that respect, it is awesome. I watched the thing about a dozen times and it is genuinely hilarious. It succeeds in making Microsoft look like they care.
cpetterborg @ Sep 5th 2008 12:24PM
Microsoft cares about sales and maintaining their monopoly. Period. .
cmil1212 @ Sep 5th 2008 9:30AM
People are generally stupid. Microsoft knows this. They're being gentle at first.
PynkFloydd @ Sep 5th 2008 9:55PM
So does Apple but, Apple actually uses them in their commercials...