A recent memo from, Bill Veghte, Microsoft’s senior vice president of Online Services & Windows Business Group details to company employees that the first ad of their new campaign was merely an “icebreaker.”

From: Bill Veghte
Sent: Thursday, September 04, 2008 5:37 PM
To: Microsoft – All Employees
Subject: Telling the story of Windows

Since it first launched nearly 25 years ago, Windows has been one of the most successful products in the history of the high tech industry. As we set our sights on the next 25 years, it is essential that we deliver incredible offerings on a great platform. We must also tell the story of how Windows enables a billion people around the globe to do more with their lives today. We must inspire consumers with the promise of what Windows uniquely makes possible across the PC, phone and web.

Telling our story means making significant investments to improve the way consumers experience Windows. To that end, we are focused on making improvements at practically every consumer touch point, from the moment they hear about the Windows brand in our advertising to how they learn more about Windows products online; from how they view Windows and try it at retail to how they use the entire range of Windows offerings–Windows Vista, Windows Mobile and Windows Live–across their whole life.

Today, we are kicking off a highly visible advertising campaign. The first phase of this campaign is designed to engage consumers and spark a new conversation about Windows–a conversation that will evolve as the campaign progresses, but will always be marked by humor and humanity. The first in this series of television ads airs initially in the U.S., and it aims to re-ignite consumer excitement about the broader value of Windows. The first television spot aired on NBC during the opening game of the NFL season and will be seen throughout the evening on various primetime programs.

This first set of ads features Bill Gates and comedian Jerry Seinfeld. Think of these ads as an icebreaker to reintroduce Microsoft to viewers in a consumer context. Later this month, as the campaign moves into its next phase, we’ll go much deeper in telling the Windows story and celebrating what it can do for consumers at work, at play and on-the-go. At that time, I’ll be back to share more information about our plans to further strengthen the bond between consumers and Windows–one of the most amazing products, businesses and brands of all time, and, with the right tenacity, passion and agility from all of us, a story that has many great chapters to come.

[via AllThingsD]

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The decision follows in the wake of Apple’s, “Get a Mac” campaign, a series of humorous ads aimed at bashing Microsoft’s Vista operating system, while simultaneously displaying the various strengths of the Mac platform.

In lieu of feeling completely ousted, Microsoft has retained the services of comedian Jerry Seinfeld to appear in a new campaign built around the principle of “Windows breaks down barriers that prevent people and ideas from connecting.” Perhaps it should be,” Windows breaks down and prevents people with ideas from connecting.”…that was far too easy.

Anyway, Seinfeld is reported rake in a cool $10 million for his efforts, and will appear alongside Bill Gates, in what will presumably be some funny commercials.  The $300 million campaign marks the marks one of the largest in the company’s history.  According to the WSJ, Microsoft had considered hiring a number of different comedic celebrities including Will Ferrel and Chris Rock.

In attempts to revitalize Vista’s image, Microsoft’s Chief Exec, Steve Ballmer, said “Now it’s time to tell our story.  In the weeks ahead, we’ll launch a campaign to address any lingering doubts our customers may have about Windows Vista. And later this year, you’ll see a more comprehensive effort to redefine the meaning and value of Windows for our customers.”

[via WSJ]

Related posts:

1. Video: Microsoft Airs First “Jerry Seinfeld – Windows” Commercial; Rips Off Apple
2. Video: Microsoft Airs New Jerry Seinfeld Commercial, “New Family”
3. Seinfeld and Gates Microsoft Ads Not Cancelled, Just “On Hold”

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