Re-Positioning One of the World's Biggest Brands

I've been anxiously awaiting my old company's launch of its new ad campaign from their new agency, Crispin Porter & Bogusky. After getting hammered by those Apple ads featuring "Mac and PC", Microsoft is finally taking back control of their own brand position.

The first effort is generating a lot of discussion. The ads feature Jerry Seinfeld, which many see as a curious choice considering he had a Mac in his apartment throughout his show.It's a little disorienting for those expecting a traditional Microsoft ad. It's also interesting that they feature Bill Gates, who has retired (finally) from day-to-day responsibilities at Microsoft. Isn't it time to begin building Microsoft's brand on its own and not so closely associated with Gates?

The relationship between Crispin and Microsoft generated as much buzz as the advertising itself. Known for their off-beat approach to ads for Burger King, Volkswagen and Sprite, Crispin is about as far off the conservative Microsoft path as you can get.

What do you think, is Microsoft getting the campaign off on the right foot by launching the first ad "about nothing"?

Comments

[Adam]

I first saw this commercial this past weekend. I had to watch it again when I first saw it, because I didn't know if I missed the product mention or if it was even a Microsoft advertisment. (Jerry used to be associated with American Express, so I wondered...) However, upon review I did pick up on the last minute "eat your computer like cake" reference. It again left me confused, but because it was such a big production for a "nothing" ad, I was curious. I normally dismiss nothing-ads that try to make you want more, but this one actually got my attention and has made me very curious. I guess it takes the guy who brought us the "show about nothing" to make us want to watch the "ad about nothing."