Microsoft + Seinfeld + Corporate branding = That bad they fired Seinfeld
I’ve been explaining my opinion about how wrong Crispin Porter + Bogusky was trying to make Microsoft take the floor and the light, instead of generating a real conversation and engaging with people aiming at initiating traction and insights to slowly fade the image and build a brand new one from the ashes of the current one. Microsoft has done that way, reading over the web the negative feedbacks about the starting series of TV spots. Meaning at least $10 million dollars wasted, or if willing to be positive “well used to know where not to go”.
After the public backlash, proving once again Microsoft still doesn’t get the image they reflect and then how to change it, they’ve made a new move. Seinfeld out, here comes John Hodgman, aka the so famous and hilarious PC guy from the Mac vs. PC series of advertising. A great move. If they wanted to prove they’re so mad at Apple they have to hire the guy who was the poor boy in Apple ads. Starting to be really strange from the communication agency I used to idolize.
We have to wait before judging of any new communication direction Microsoft and its agency would come up. But for sure they don’t believe in the “we’re crap, you’re right, now can we make it better?” option. Then what to expect? an open battle against Apple? definitely not, that would give more value to Apple, though they just started to increase their value and brand image moving as they currently do. Wait and see …
Via Engaget
Microsoft - Seinfeld = Microsoft “I’m a PC” ads just Rock! You got it guys - Fast.Fwd.Innov@tion | September 19th, 2008 at 11:41 am #
[...] is clumbsy and average worker style. To counter the current state, Seinfeld had been hired (and is still working for them, though I said he got fired) to show a new image of Microsoft and its latest OS, Vista. Thing he failed, with 33% of negative [...]