I don't know if it's running in the UK yet, but Microsoft has just launched a new campaign here in the US featuring Jerry Seinfeld and Bill gates. The first spot was a ninety second TV spot that takes place in a shoe store. The next episode in the Bill and Jerry saga has just come out. You can see it at engadget in all it's four and a half minute glory.
This one has the dynamic duo moving in with a suburban family, primarily because, as every red blooded American knows Bill has the world's biggest house and Jerry has the world's largest collection of cars. So, obviously they want to see how ordinary people live. CP+B the agency responsible for this $300 million campaign is taking a lot of stick, 'cos a lot of viewers, just don't get it. Parts of it are pretty funny, but there's virtually no selling taking place. MS has said there will be more product push in later episodes, so we'll see.
The problem to me is that while this approach may work in Britain, most American's don't get this kind of humor, thinking that "irony" is some Eastern European country. CPB is famous for hit and miss campaigns, including the dreadful "Deadenbacher," Nike "History of Running" and "Mans Laws" campaigns that lost them all three accounts. The jury is out on Microsoft, and we'll see how it goes. Hopefully, Seinfeld's $10 million fee will pay off!
Yes, Ironicstan. They're part of the Axis of Evil, right?
Shoe Circus was indeed strange, and Mothership still leaves you wondering what the hell they're doing ... But, CP+B has got us talking about Microsoft (in a fairly benign way), and that's a good thing.
I kinda like it, but I miss Costanza.
More here:
www.i-boy.com/.../mothership.html
~G~
The tide of opinion is changing George! www.melcarson.com/bill-and-jerry-show-is-winning-people-over.html
George Parker
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