Microsoft's new marketing weapon: Seinfeld
Posted
Aug 21 2008, 01:22 PM
by
Kim Peterson
Rating:
Microsoft has been pretty quiet while Apple waged war with its "I'm a Mac" ads. Now it's firing back by paying Jerry Seinfeld $10 million to star in its own ads. But is Seinfeld the right pitch man?
Microsoft would look silly if it tried to provide a young, hip counterattack to Apple's young, hip Mac guy (the actor Justin Long). But, as Silicon Alley Insider points out, being cool has never been part of Microsoft's success formula. Seinfeld appeals mainly to old fogies, says SAI. (Bill Gates is also appearing in the commercials.) Perhaps old fogies are the target audience here?
The market didn't respond much to the Seinfeld announcement; Microsoft shares are down just slightly to $27.07.
Update: Now I'm wondering, who would have been a better pitch man? I nominate Will Ferrell. Who would you pick?
Here's what others are saying about the news:
Mark Evans: "The $64,000 (or $10-million) question is whether Seinfeld can help make Microsoft cooler or, at least, less uncool than it is now compared with Apple. Maybe. At the very least, Microsoft has to be given points for trying something different."
Between the Lines: "Windows Vista has had some technical shortcomings and critics have not been kind. A good campaign will tackle that perception head-on. At the same time, Apple - which is now seeing its own black eyes over iPhone problems - has picked up slices of market share in recent quarters."
Engadget: "The combination of Seinfeld's pithy observations with a bit of that Bill Gates, self deprecating humor seen in 'Bill's Last Day' could be a winning combination. Whether that turns the slow moving boat of public opinion remains to be seen."
Digital Daily: "So Microsoft, in an effort to overhaul its image and upstage the cool kids down in Cupertino, seems to have done little but confirm the message of its rival’s ads: 'I’m a Mac, You’re a Dork,' or, in this case, a dated comedian. Really, the company might as well have hired Don Rickles for the job."
Disclosures: I don't own shares of any companies mentioned in this post. And while Microsoft owns this blog, Microsoft does not control, censor or otherwise have any editorial influence over what I write.
