So Microsoft began running two commercials featuring Jerry Seinfeld and Bill Gates a few weeks ago. These ads were the beginning of their $300 million campaign to promote Microsoft and Windows Vista – although calling it a damage control campaign is more accurate. I liked the spots. They were funny. They didn’t do much to make a meaningful point, but I wasn’t expecting MS to.
MIcrosoft has now stopped the ‘Jerry & Bill’ abruptly and are now doing an “I’m a a PC” concept – playing off of the personified PC/Mac characters in Apple’s commercials from the last 1-2 years.
Huh?
I’m surprised at the inelegant campaign transition considering MS’s ad agency of record is Crispin Porter + Bogusky.
I worked at CPB down in Coral Gables, FL for a few months in 2007 during their big campaigns for Volkswagen (Unpimp Your Ride, etc) and I can attest to the fact that it is a very solid company and capable of producing amazing work – from banner ad campaigns, to TV spots to viral marketing. Prior to getting the $400 million Volkswagen campaign, CPB had a $40 million contract with Mini Cooper and also produced amazing interactive and print work.
Which brings me to my point: an ad agency is only as great as the company who hires them.
This idea derives from what they say in technology – a computer is only as fast as it’s slowest processor.
Microsoft is Crispin’s slowest processor.