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Microsoft Bails on Seinfeld, Launching New Campaign to Directly Target Apple

Microsoft is dumping the ill-received Seinfeld Windows campaign for something a little more focused. A campaign directly targeting, and mimicking Apple’s “Get A Mac” ad campaign

Microsoft aired two commercials which were called New Family and Shoe Circus. Although both ads commanded attention, and bounced off every tech blog on the planet, Microsoft wasn’t trying to sell copies of Windows with the campaign. Brand reinforcement and getting Microsoft in a positive consumer light was the ultimate goal. But Microsoft doesn’t seem anymore “warm & chewy” as it did before the two commercials aired.

The new ads to be aired by Microsoft will instead focus directly on targeting Apple. They will showcase a “PC Guy” look alike, who is played by John Hodgman in Apple’s “Get A Mac” commercials.

One new Microsoft commercial even begins with a company engineer who resembles John Hodgman, the comedian portraying the loser PC character in the Apple campaign. “Hello, I’m a PC,” the engineer says, echoing Mr. Hodgman’s recurring line, “and I’ve been made into a stereotype.”

The strategy to use the Apple attack as the basis for a counterstrike is typical for the agency behind the campaign, Crispin Porter & Bogusky.

Mr. Gates makes a cameo appearance in the new Microsoft spots, along with celebrities like the actress Eva Longoria, the author Deepak Chopra and the singer Pharrell Williams. (Mr. Seinfeld is gone, at least for now.) via the NY Times.

While the first two commercials may not have been entirely “focused”, we’re actually pretty excited to see what Microsoft comes up with. “Hello, I’m a PC” — “Hello, I’m a Mac” — “Did you see the BSOD at the Olympics? Yeah, that was allllll me.”

[via ValleyWag]