Seinfeld and Gates curb our enthusiasm for Microsoft

September 19, 1:50 PMSF Boomers ExaminerSuzanna Stinnett

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If there’s anything obvious about Seinfeld re-runs, it’s that the humor is, well, obvious. And that’s a good thing. I confess, I watch Seinfeld re-runs. Jerry Seinfeld’s strength in the sit-com was his smooth, consistent delivery of the most obvious points. That’s exactly what made it funny.

The first time I saw the Microsoft TV ad that put Gates and Seinfeld together in a shoe store, I was amused. But only because it made no sense at all, and I had no idea what I was watching. Not unlike waking up this morning and trying to remember a couple of images from that weird dream. Can’t… quite… remember…

You can’t fault advertisers for experimenting. Where is the public’s eye and is it connected to their credit card? How do you court the elusive Boomer dollar, when a whole lot of those consumers are simply not having a love affair with computers to begin with?

Advertising to create brand-love is a special beast. I like watching all the ways the advertisers try to keep the blood pumping. I’ll say this: I enjoy watching commercials that feel like a story. If advertisers are paying attention, they’re noticing that “story” is moving up the ladder these days in terms of building customer relationships.

So Microsoft has pulled the strange, obscure little vignette where Seinfeld folds a shoe in half and he and Gates walk through a parking lot together. Their next attempt, though, is actually funny. Especially Deepak Chopra stating the obvious. Hm. There’s a theme here.

Take the Viewer’s Reaction Poll about Microsoft’s Seinfeld + Gates ad:

A. Never saw it.
B. That was a commercial for Windows?
C. Ads don’t make me buy things.
D. I’m feeling warm and fuzzy about PCs now.
E. Ohmmm.

Suzanna

View the new ad here: Microsoft’s PC Ad