As everybody now know, Microsoft paid Seinfeld an alleged 10 mio. dollars to appear in a series of commercials for them. There have been a massive outcry all over the blog-world and in main-stream media alike. Everybody is talking about how bad these commercials are, and how wrong Microsoft are for choosing Seinfeld to represent them.Here are just a few samples of the responses:
And Vanity Fair even had seven advertising professionals give their view on the campaign
Now it seems like they have decided to stop the Seinfeld commercials because of the bad responses.
Yes. I said “it seems” because I believe this has been the plan all along.
I am willing to bet that this massive negative reaction, and all the people saying “i told you MS are old and out of touch” is EXACTLY what Microsoft and Crispin+Porter have been aiming at all the time.
One of the hardest things in advertising is getting people to care about what you tell them. But now they have the full attention of everybody – Windows and Mac users alike.
First they have affirmed the old myth about Microsoft being older and less fun than Mac while getting an amazing amount of attention. And now they open up the second part of the campaign showing people that in fact Microsoft is not Jerry Springer and Bill Gates trying to “get in touch with ordinary people” – in fact PCs are used by all kinds of smart, trendy and young people and thus are very much in touch with everything.
It will be interesting to see what happens on this.
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