Microsoft promised that the first ads were just a teaser leading up to
an expanded series that would get to the point. Yet after seeing the
public reaction to the ads, Microsoft’s PR group, Waggener Edstrom,
put the series on hold, trying to spin the apparent cancelation as a
planned progression to phase two, suggesting that the plan all along
was to pay Seinfeld $10 million for two surreal teasers.

That story was outed as false when it was revealed that a third ad
with Gates and Seinfeld had already been produced, but hasn’t yet been
aired, and that there is no current plan to publish it.

....Of course, it’s also ironic that they chose Seinfeld, who was not
only featured in a Think Different ad by Apple back at the height of
his popularity (below), but that Seinfeld also prominently displayed
Macs in his fictitious apartment throughout the entire run of his TV
show.

The circumstances of the Seinfeld ads left the appearance that Gates
was trying to buy cool by running along after Apple looking for things
to copy, the very thing Microsoft was trying to convey that it wasn’t
doing....

Gates has bristled at the Get a Mac ads on several occasions before,
which comically present John Hodgman as a PC character befuddled by
problems, often with Vista. When asked in an interview if he
identified himself with the PC character in Apple’s ads, Gates stormed
out of the studio.

The entire campaign seems to be more focused on Gates’ intent to erase
his perceived slight in being portrayed as a befuddled nerd rather
than in presenting Microsoft as a strong and attractive brand.
Microsoft already avoids using its company name on products it wants
to market as cool, including the Xbox and Zune....

The problem of course is that Apple presents the Mac in contrast to PC
because it wants to avoid any unnecessary mention of Windows. By
copying Apple’s line, Microsoft will be spending millions to advertise
the PC rather than the Windows brand.

Further, as PC companies such as Dell and Acer continue to seek new
ways to use Linux in place of Windows, and as the top PC vendor HP
begins its own efforts to create a Windows alternative as reported by
BusinessWeek, the idea of advertising ”the PC“ would do even less for
Microsoft.


http://www.roughlydrafted.com/2008/0...ads/#more-2533