There's been a lot of chat surrounding the new spot for Microsoft, produced by Crispin Porter + Bogusky. I'll be the first to say that the relationship seems like a bad fit, and that I would have loved for Fallon to get it instead. However, I actually like this new spot, and not just because I interned there and have blind loyalty.
Much like recent Skittles ads, this spot is simply enjoyable, if a bit strange. It's a teaser spot to create buzz about an upcoming product from Microsoft. What more could they have done with it? There was no technical features to discuss yet, and truthfully, ads aren't always the best place for that kind of information--oftentimes in B-to-C advertisements for industries like technology, the best bet is to focus on the emotional rather than the rational. Apple has been doing a great job of showing how it's often more important to tell consumers the emotional benefit (faster, great way to store your photos, thinnest notebook, "Twice as fast, half the price" etc.) rather than the rationial "2.5 Ghz Intel Core 2 Duo." ("What?") Naturally, Microsoft can't take the same stance of "personality wins," but they've done a good job of just getting people talking and making them actually watch the strange exchange between these two "celebrities."
Alex got a text today from a friend saying, "Do more stuff like the Jerry Seinfeld Microsoft commercial." My parents, without knowing it was CP+B, both said they found the spot very funny. I think the problem is that a lot of people in the industry hated the ad before it ever came out--they didn't want CP+B to succeed. I certainly had my reservations about the agency choice, but I was pleasantly surprised to enjoy the spot.
Only confusing bit- I thought Bill Gates left Microsoft...why would he know what's coming up?
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"That's not Microsoft" is playing in the back of our collective craniums when we see this spot. This is a classic case of a marketer buying "hip" from an ad agency. Microsoft could fare better by setting advertising aside for the moment and consider fixing broken promises and rebuilding strained relationships with their huge customer base. Granted, it's cool to disparage Microsoft- but an ad campaign that reflects the agency's "brand" more than the marketer's DNA is not the thoughtful approach in this supposed age of transparency. It makes me think of the geek/nerd/dweeb kid in high school trying to hang with the "cool" kids. Hmmm... another reason I hated high school.
-The Thin Man
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