Microsoft  will pay comedian Jerry Seinfeld $10 million to advertise its Windows Vista operating system. In all, the campaign, which includes a series of ads featuring Seinfeld and Microsoft Chairman Bill Gates, will cost $300 million.
Based on the theme "Windows Not Walls," the series aims to shed a more favorable light on Windows Vista. Launched by Microsoft's new ad agency, Miami-based Crispin Porter + Bogusky, the campaign is set to debut Sept. 4 and will be one of Microsoft's largest ad blitzes. Crispin is credited with turning around Burger King's image.
But will it work? That depends on whom you ask. Some public-relations pros think it's a slam dunk. Others say it's all in the execution. Still others say Seinfeld won't reach the right demographic.
Seinfeld: A Slam Dunk?
Tara Parker, a marketing specialist for the law firm of Holland + Knight, thinks Microsoft's campaign is a home run.
"Jerry could sell anything. People will watch these. Jerry is rich, successful, everything that regular people want to be. If this ad runs internationally, it will have an even bigger impact," Parker said. "Microsoft is already an established brand, their software is unbeatable, and to have Seinfeld on the screen making a joke or two will just seal the deal and beat the Apple ads."
Jane Ranzman, a marketing strategist for Corporate Performance Arts, said Microsoft signing Seinfeld is a great move in theory. How well it works depends on execution.
"Microsoft has strategic and operational problems with Vista. It's perceived as too complicated and difficult to use. The company also has perceptional problems," Ranzman said. "Using Seinfeld could be a brilliant move if he addresses some of the real issues in a funny way. For example, 'At first I couldn't use Vista, but then I ...'"
Too Little, Too Late?
PR professional Evan White doesn't think the Seinfeld gimmick will work. Seinfeld, he said, is too old to hit the demographic Microsoft should be targeting.
"When Seinfeld's show was a hit, most of the Mac buyers were watching cartoons," White said. "His persona is more of an Apple guy anyway, and in the show he even had an old square Mac on the back desk."
Matt Scherer, president of Scherer Communications, said it's too late for Microsoft. The Mac ads have done a great job of branding Microsoft as a company that employs "dweebs," he contends.
"Despite some of the best marketing support in the industry, you can't undo that image with Jerry Seinfeld. Frankly, he appeals to me, but I'm 53 years old and I am not switching to Macs," Scherer said. "However, the next generation of computer buyers want Macs, and their ad campaign has reenforced it with the 18-to-24 and the 24-to-30 demographic groups."
Waiting for Apple's Response
So the reviews are mixed about whether Microsoft can compete with Apple's marketing success. Some are looking beyond Microsoft's efforts to Apple's next series.
"I can't wait for the rebuttal ads from Apple," said Yevgeniy Gutsalo, marketing manager for Corporate Suites Business Centers. "I think this is the only good thing that will come out of this."
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