Kasper JadeThe newspaper, which appears to have been briefed on the matter, says the new string of ads ">will mark a stark departure
"One new Microsoft commercial even begins with a company engineer who resembles John Hodgman, the comedian portraying the loser PC character in the Apple campaign," according to the Times. "'Hello, I’m a PC,' the engineer says, echoing Mr. Hodgman’s recurring line, 'and I’ve been made into a stereotype.'"
The risky decision to use Apple's assault as a foundation for a counter-strike is reportedly a trademark of the firm behind the Microsoft campaign, Crispin Porter & Bogusky, and reminiscent of tactics eventually used in other high profile corporate bouts such as Hertz vs. Avis and Pepsi vs. Coca-Cola.
Microsofts hopes to regain control of its image, as well as that of the "PC," in the new ads, which will feature cameo appearances by Gates and other celebrities such as Eva Longoria, but not Seinfeld. The stars of the ads will be "everyday PC users" who pride themselves on the use of Microsoft PCs, the Times says, in addition to some 60 Microsoft employees who'll be identified  "by e-mail addresses."  That includes Bill Gates.
Television commercials will begin airing Thursday evening on shows like “Grey’s Anatomy,†and will be complemented by newspaper ads and new media on Microsoft's Windows.com website.
Also beginning Thursday night, the Redmond, Wash.-based software giant will invite visitors to the website to upload videos and photos that will demonstrate "how they, too, are PCs." Microsoft will reportedly select some of the photos to appear on electronic billboards in Times Square beginning the following day, while others will be used in advertisement banners.
A future series of magazine and outdoor ads are also said to emphasizes Windows' ability to scale from mobile devices and TV sets to notebooks and traditional PCs.
Meanwhile, Microsoft remains coy on whether it plans to reintroduce Seinfeld in a future phase of the campaign.
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79 Comments
>> Microsoft's hopes to regain control of its image, as well as that of the "PC," in the new ads, which will feature cameo appearances by Gates and other celebrities such as Eva Longoria, but not Seinfeld. <<
No, no, no. In this sentence, it's not "Microsoft's," but "Microsoft." Otherwise it is a sentence looking for a verb.
It'd be an incredible waste if they don't bring Seinfeld back. $10 million for two short spots? He didn't make that kind of money even on his own show.
It'd be an incredible waste if they don't bring Seinfeld back. $10 million for two short spots? He didn't make that kind of money even on his own show.
It's not like Bill couldn't afford to throw that money around. Even in today's economy. What's 10mill here or there?
"One new Microsoft commercial even begins with a company engineer who resembles John Hodgman, the comedian portraying the loser PC character in the Apple campaign," according to the Times. "'Hello, I?m a PC,' the engineer says, echoing Mr. Hodgman?s recurring line, 'and I?ve been made into a stereotype.'"
Hoo boy, it's about to get interesting. I'm eager not so much to see the MS ad(s) but to see if/how Apple will respond. I suspect they're in meetings right now, brainstorming possible responses and are calling Hodgman to see how soon he's available.
Hoo boy, it's about to get interesting. I'm eager not so much to see the MS ad(s) but to see if/how Apple will respond. I suspect they're in meetings right now, brainstorming possible responses and are calling Hodgman to see how soon he's available.
I doubt Apple would respond or brainstorm. Advertising wise, they have M$ by the balls. No response necessary, just tighter grip.