Get a Mac: Microsoft TV Ad Employs Shock and Awe Effect

Erdelsky Behtik (OP/ED): After seeing the latest “shock and awe” TV ad, featuring former Microsoft CEO Bill Gates and comedian Jerry Seinfeld, I had to ‘rewind the tape’ and watch it over and over again. It simply does not make any sense. But, that’s exactly the point. This is not your average TV advertisement; this one is an actual shocker (video here).

Apple discussion forums are unusually silent with no posts or reactions about the advertisement. I opened one topic in Apple’s “Feedback About Discussions” forum asking users for their opinions, but moderators quickly censored it.

After taking heavy punches from Apple’s “Get a Mac” ads, Microsoft is finally fighting back. Senior vice president of Microsoft’s Online Services & Windows Business Group, Bill Veghte, sent a memo to employees last evening saying the TV ad is an “icebreaker.” Microsoft’s campaign will reportedly cost $300 million to promote Windows.

“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,” - Veghte wrote in his memo. “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.”

Last time I criticized Microsoft, I got some rather interesting responses from Microsoft fans, calling me an “envious 3rd worlder.” This time, I’ll give Microsoft credit for making the first TV ad brilliantly shocking. However, I still stand behind my earlier predictions: “Microsoft’s campaign will not work. Pro-Apple web sites dominate online tech news.” While Microsoft may win a battle, it will never win a war. No amount of money can silence Microsoft’s critics.

“Some may wonder what Jerry Seinfeld helping Bill Gates pick out a new pair of shoes has to do with software,” - said Microsoft. “The answer, in the classic Seinfeld sense of the word, is nothing,” - said Microsoft. “Nevertheless, the spot is the first and most visible sign of an ambitious effort by Microsoft’s Windows business to reconnect with consumers around the globe.”

Recently, Microsoft shocked everybody when they encouraged people to purchase a new Mac computer at Apple resellers. In return, Microsoft offered them Office for Mac 2008 for up to 30 percent off regular price. The deal is still on the table.