New Windows Ad Just an "Icebreaker"

Illustration for article titled New Windows Ad Just an Icebreaker

Confession: I actually very much enjoyed the new Bill Gates/Jerry Seinfeld Microsoft ad. Yes, I found it funny and entertaining—the moment when Gates grins like a conspiratorial child revealing that his budget shoes were actual "leather" cracked me up. No, there wasn't much any substance, but who cares? If nothing else, it's positive branding and a fun way to kill commercial time otherwise filled with ads for new citrus-scented patio cleaners. Anyway, an internal Microsoft memo explaining the ads to employees confirms what most of us suspected as Seinfeld compared PCs to some sort of chocolaty dessert—the first commercial was just an "icebreaker."

This first set of ads features Bill Gates and comedian Jerry Seinfeld. Think of these ads as an icebreaker to reintroduce Microsoft to viewers in a consumer context. Later this month, as the campaign moves into its next phase, we'll go much deeper in telling the Windows story and celebrating what it can do for consumers at work, at play and on-the-go. At that time, I'll be back to share more information about our plans to further strengthen the bond between consumers and Windows–one of the most amazing products, businesses and brands of all time, and, with the right tenacity, passion and agility from all of us, a story that has many great chapters to come.

For the full memo, head on over to the link. [All Things Digital]

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For all of you saying this was the dumbest ad, perhaps we should note that we are all here talking about it, I bet when the second one comes out you'll stop and watch even if you hated the first just to see if its any better. Successful ads first need viewers and giving people a bit of mystery is a good way to get people to tune into future messages, so in that I think the "this was stupid" crowd very much miss the point.