Stop the Noiz
Microsoft Pays Jerry Seinfeld $10 Million to Sell Shoes to Bill Gates
Frank Fox - 2008.09.10 - Tip Jar
The first new Microsoft ad is out, and already the reports are blasting the ad, as not funny.
Well, I disagree. I think that it actually made Bill Gates look like a nice guy. There he is shopping for discount shoes, even though he's a billionaire. That helps to make him seem more down to earth.
Then he strikes up an easy repartee with Jerry Seinfeld as though they've been friends for years and didn't just meet in a shoe store. To top it off, you have one of the world's richest men doing a butt wiggle for the camera. Maybe he could take some lessons from the guys of Chippendale, but his wife probably thought it was cute.
Overall he doesn't come across as the evil SOB that many people associate with Microsoft. I think the ad breaks the ice between Gates and the millions of consumers out there. If people take a liking to him, maybe they will be more receptive to the next sales pitch that he is going to make.
That is the other obvious association that the ad wants us to make. By altering our opinion of Gates, they are using his strong association with Microsoft as a way to alter our opinion about Microsoft as well. If you like Bill Gates, then you might like Microsoft.
The ad has set the stage for Gates to introduce his newfound friend Jerry to the wonderful idea that Vista is great. We can be sure that more ads will follow this first one. Each ad will probably set the stage for one or two features that works great. Overall, I think they did okay as marketing. It will be interesting to see what they do next.
Unlike some people, I don't get all bent out of shape over marketing. We know that what we have seen is not factually correct. These two guys didn't meet at a shoe store. Bill Gates isn't known for doing a butt wiggle in front of an audience. I don't even care if it's a bad idea that you shower with your shoes on. This whole thing is made up. Duh! It's just a commercial. It is all a game of perception and consumer awareness.
I wish them luck on this new campaign. They're going to need it to
improve the reputation of Vista. 
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