We Were Wrong About The Microsoft Campaign

We knew it in our hearts. We knew there was no way we were seeing the entire picture with the Seinfeld campaign for Microsoft. We guessed at it in voluminous commentary. We mention time and again that, "...it's making us talk about it...but still..." We knew it had to be a come-on. But it was just so easy to rank on those commercials. And now that the brilliant follow up as been revealed there's a sense that we should have seen it coming all along.

Yes, the "commercials about nothing" were exactly that. They were about nothing. There was no deep meaning and there was no grand scheme. It was a splashy dive for the brand that got people talking, made us chuckle and primed expectations for the real campaign.

And now we see it. A direct response to Apple. A friendly, lovable PC-look-a-like co-opted from the Apple ads themselves, shares that he has been "made into a stereotype." Then they take a page from Apple's past and show all the really admirable people that are out there using a PC. Simple. Elegant. Effective.

So the cat is out of the bag. We've been "had." I'll get over it. Now it's time to evaluate the real campaign.

Which brings me to the question, "Will this campaign work?"

Interesting point to note is that they are pushing the "PC" rather than "Windows" or "Vista." I'm undecided about this ploy. It makes strategic sense to confront the total Apple package with the total PC package. But Apple owns their package. Microsoft is only laying claim to something that is largely out of their control and could turn to bite them.

Also, there is the oft-repeated criticism that most ads (these included) involved Macs in the production process. Can Microsoft really take on this smaller player, when the very mediums they use to tell the story are dominated by this competition?

And finally, what about using that PC character? Sure, he's always appear sympathetic against the Apple cool-guy, but it's always dangerous territory to use the other brand's creative. It leaves the door open for a witty and creative response from Apple, and creates a situation where both campaigns are showcasing a reminder of this challenger brand.

But potential criticism aside, these new ads are effective and they deliver well on the idea that Microsoft is about everybody, while Apple is about a clique in an ivory tower. Now it's time to wait and see how it all plays out.

Oh, and don't forget to send "Sean" at Windows an email to tell him he's a fine individual, no matter what those evil Apple ads say about him.