On mySimon: Prince Rocking Horse
BNET Business Network:
BNET
TechRepublic
ZDNet

September 4th, 2008

Seinfeld & Gates: Was this ad supposed to be funny?

Posted by Sam Diaz @ 7:31 pm

Categories: Apple, General, Microsoft

Tags: Advertisement, Mall, Apple Inc., Microsoft Corp., Jerry Seinfeld, Apple Mac OS X, Productivity, Desktops, Operating Systems, Software

The long-awaited $300 million ad campaign that Microsoft launched to counter Apple’s successful “I’m a Mac, I’m a PC” campaign aired during the Thursday night kickoff to the NFL season. Did you see it? I missed it on TV but caught it on YouTube.

I don’t get it. And seeing how the punchline was, ummm, Bill Gates adjusting his shorts, I don’t think I want to get it.

Check out the commercial and tell me if I’m wrong here. For 90 seconds, it’s two middle-aged guys in a discount shoe store at the mall, talking about, well, discount shoes. And, don’t forget the gratuitous subtitles for the Spanish-speaking onlookers. What’s that all about?

Honestly, what does any of this have to do with Microsoft, Apple or computing? It’s not until the two guys - who are both showing their age, by the way - walk into the mall parking lot do we hear anything about Microsoft or computers. And then it’s Jerry asking Bill, “Are they ever gonna come out with something that will make our computers moist and chewy like cake so we can just eat them while we’re working? If it’s yes, give me a signal. Adjust your shorts.”

And then Bill moves his rear-end, prompting Jerry to say, “I knew it.” And then the words, “The Future. Delicious”

Really? Jerry Seinfeld gets $10 million for that??? Maybe it’s me but I suspect no one at Apple is losing sleep over this counter-campaign. At least Apple’s commercials, which highlight Windows as old and stodgy compared to the young and hip Mac OS X, talk about computing.

Maybe I’m off base here but I think if Microsoft is trying to engage people with this ad, it has failed miserably. I even watched it several times, just to make sure I didn’t miss something.

What do you think?

Sam Diaz

Sam Diaz is a senior editor at ZDNet. See his full profile and disclosure of his industry affiliations.

Email Sam Diaz

Subscribe to Between the Lines via Email alerts or RSS.

  • Talkback
  • Most Recent of 241 Talkback(s)
Much ado about nothing much
other than Microsoft blowing another $300 mil.

They've got plenty of bread. Why not spread it around. Bet it does change their image for the ones on the receiving end of the loot. I'd have a bunch of people sucking up to me too, if I threw dough around like Microsoft.... (Read the rest)
Posted by: Ole Man Posted on: 09/21/08 You are currently: a Guest | | Terms of Use
the real story  Eduardo_z | 09/04/08
lulz icwutudidthar....  Sleeper Service | 09/05/08
Then how about you...?  vulpine@... | 09/05/08
Yes please do explain it......  James Quinn | 09/05/08
Brand awareness.  Sleeper Service | 09/05/08
I'm not sure if you are aware of this or not  Kid Icarus-21097050858087920245213802267493 | 09/05/08
right you are.....  xuniL_z | 09/05/08
Exactly, Kid...  Sleeper Service | 09/05/08
Shopping at discount stores?  pointzerotwo | 09/05/08
What was your second thought? happy  xuniL_z | 09/05/08
In marketing  frgough | 09/05/08
Really, then they are really missing out on those of us....  xuniL_z | 09/05/08
Is this a joke?  boggdy | 09/06/08
Brand awareness?  theoxygenthief | 09/06/08
"MS will carry on with dominating...  Userama | 09/05/08
Monopoly  boomchuck1 | 09/05/08
You are correct---sorta  Userama | 09/05/08
Sure...  Sleeper Service | 09/05/08
Re: Sure...  aharef | 09/06/08
Yup...  Sleeper Service | 09/06/08
The people whining about the ad are the usual suspects  Jeremy W | 09/07/08
the other real story  Eduardo_z | 09/04/08
Amelia Marcos  phatkat | 09/05/08
I think you mean...  NormalC | 09/05/08
no, no, no  Eduardo_z | 09/04/08
ah!  SamDiazZDNet Moderator | 09/04/08
Never mind...  MGP2 | 09/05/08
It's brilliant  pointzerotwo | 09/05/08
Not so brilliant ...  wackoae | 09/05/08
wga  xuniL_z | 09/05/08
change of direction  reedjjjr | 09/15/08
Edibility?  CosmoAgain | 09/11/08
So Apple did one commercial, Sam?  Pliny the Elder | 09/04/08
Does it grab attention though.  A Grain of Salt | 09/04/08
It grabbed me  Kid Icarus-21097050858087920245213802267493 | 09/04/08
I does grab your attention.  Dealing | 09/04/08
I've been following the process from the start.  A Grain of Salt | 09/04/08
Muffed the Kick  Marcos El Malo | 09/04/08
I love how people who haven't used Vista  ilyab | 09/05/08
Yeah Apple did several commercials and keeps  James Quinn | 09/05/08
Yeah, but...  kboggs@... | 09/05/08
Wow, that's just brilliant!  Kid Icarus-21097050858087920245213802267493 | 09/04/08
How did this make it past focus groups?  Marcos El Malo | 09/04/08
They were plants by Apple. (nt)  A Grain of Salt | 09/04/08
Just you wait until  bmgoodman | 09/05/08
Exactly!!  xuniL_z | 09/05/08
Huh?  Kid Icarus-21097050858087920245213802267493 | 09/05/08
It does indeed have meaning  eb276 | 09/05/08
The points it makes...  jasonp@... | 09/05/08
Well, I really think it's hard to gauge....  xuniL_z | 09/05/08
Sam, I think you just need to pack on 20+ years  Kid Icarus-21097050858087920245213802267493 | 09/04/08
I didn't like the commercial  P. Douglas | 09/04/08
From a hard line Linux supporter  kozmcrae | 09/04/08
I think your "foil hat" is on too tight!  Papa_papa | 09/05/08
RE: Seinfeld  carlosmadrid@... | 09/04/08
"The TV ad about nothing"  Tony Agudo | 09/04/08
Is Gates coming out of the closet?  Randalllind | 09/04/08
Don't think so...  Sleeper Service | 09/05/08
snap.  xuniL_z | 09/05/08
RE: Seinfeld  TrPrince | 09/04/08
Ad was not about nothing. There was a message behind  celeriun@... | 09/04/08
Are you a closet English Major?  Marcos El Malo | 09/04/08
Mission accomplished  celeriun@... | 09/04/08
Re: critics and other people  Arm A. Geddon | 09/04/08
Not at all  eb276 | 09/05/08
But it does clearly leave you with a "YES" to the question....  xuniL_z | 09/05/08
re: Mission accomplished  none none | 09/05/08
By George, I think he's/she's got it!  TRIMTI | 09/05/08
RE: Ad was not about nothing. There was a message behind  EdNetman | 09/05/08
Macs  HollywoodDog | 09/05/08
Seeing stuff that isn't there  KaplanMike | 09/05/08
MS ad  Nikosi | 09/05/08
As I pointed out on another thread...  jasonp@... | 09/05/08
I'll bet..  xuniL_z | 09/05/08
This ad's message  frgough | 09/05/08
whaa?  xuniL_z | 09/05/08
ATTN Morons  HollywoodDog | 09/05/08
Ad Agency  hiester | 09/05/08
You are right  HollywoodDog | 09/05/08
RE: Seinfeld  Neocomputer | 09/04/08
AIDA  Arm A. Geddon | 09/04/08
RE: Seinfeld (MS online stores? )  game4monster | 09/04/08
your world through windows  game4monster | 09/05/08
Out of touch - completely inept  anony39423098 | 09/05/08
Weighty, off-target ... a la VISTA.  johnfenjackson@... | 09/05/08
Well...  cy_starkman@... | 09/05/08
RE: Seinfeld  Benji80 | 09/05/08
The worst part...  Larry DignanZDNet Moderator | 09/05/08
Are they..  vmaatta | 09/05/08
What IS this ad for?  kferraro@... | 09/05/08
Credit card  djchandler | 09/05/08
POINT OF FACT  snakecharmernyc@... | 09/09/08
You're a tech editor and...  Sleeper Service | 09/05/08
LOL. !! That's hilarious.  xuniL_z | 09/05/08
Bill & Jerry flog Conquistador shoe  Lolgic | 09/10/08
Seinfeld was never funny anyway, it was the supporting actors that made it  T1Oracle | 09/05/08
Classic sign.  xuniL_z | 09/05/08
RE: Seinfeld  zwhittakerZDNet Moderator | 09/05/08
re: RE: Seinfeld  none none | 09/05/08
Oh god, this could not get any worse  zaine_ridling | 09/05/08
That's typical....  richard.wilson@... | 09/05/08
That's the best you can do?  James Quinn | 09/05/08
Jim.  xuniL_z | 09/05/08
Well OK but for me it came off a trying to hard..  James Quinn | 09/05/08
Insulting, maybe, true, yes........and the best Mac ad ever  xuniL_z | 09/05/08
iPod ads, dude  laura.b | 09/05/08
Good question. Well commercials have evolved....  xuniL_z | 09/05/08
lol.. inversed reality? for comedy value?  TedKraan | 09/05/08
@TedKrann  Axsimulate | 09/05/08
Yes  TedKraan | 09/05/08
Subtle doesn't sell...  jasonp@... | 09/05/08
RE: Seinfeld  Meesha | 09/05/08
Check out all the conversations coming out it!  Jandler | 09/05/08
Couple things....  James Quinn | 09/05/08
Someone doesn't know advertising, huh?  laura.b | 09/05/08
Amongst geeks sure.....  James Quinn | 09/05/08
Geeks are the only ones who care  laura.b | 09/05/08
Ah but do they enjoy it...:P  James Quinn | 09/07/08
Oh Heavens Jim, you are quite wrong. ...  xuniL_z | 09/05/08
I don't think Bill Gates is a house hold name.  James Quinn | 09/07/08
Bill gates not a household name? Negatory.  Lolgic | 09/10/08
RE: Check out all the conversations ...  n0neXn0ne | 09/05/08
RE: Seinfeld  abmadw@... | 09/05/08
Mohave  EdNetman | 09/05/08
Well, actually...  Userama | 09/05/08
NO GOOD!  mrdt | 09/05/08
talk about paying "overly inflated" prices  ilyab | 09/05/08
Bill Gates is INSANE  David Blomstrom | 09/05/08
Irony  Sleeper Service | 09/05/08
Left me speechless...  Stuka | 09/05/08
The message was obvious.  Userama | 09/05/08
WinFS = Windows foot stores? sores?  deaf_e_kate | 09/05/08
I think I got it!!!  Michael Kelly | 09/05/08
LOL  none none | 09/05/08
Humility?  xuniL_z | 09/05/08
I GET IT!!!!!  itanalyst2@... | 09/05/08
Just MS innovation, we will get it once we become certified  LittleGuy | 09/05/08
Microsoft increasingly irrelevant...  rynning | 09/05/08
And why it's revenue continues to grow.  Sleeper Service | 09/05/08
What would you expect  MacCanuck | 09/05/08
When you have...  Sleeper Service | 09/05/08
Proving my point  rynning | 09/05/08
But it does...  Sleeper Service | 09/05/08
Maybe...  zkiwi | 09/05/08
Which would be....  Sleeper Service | 09/06/08
RE: Seinfeld  Axsimulate | 09/05/08
yep,  Kid Icarus-21097050858087920245213802267493 | 09/05/08
RE: Seinfeld  marksashton | 09/05/08
RE: Seinfeld  zettbeh | 09/05/08
RE: Seinfeld  gbcurtis | 09/05/08
I thought it was kind of funny  andy88488 | 09/05/08
Losers  micks_tricks | 09/05/08
RE: Seinfeld  jeff@... | 09/05/08
Loser!  micks_tricks | 09/05/08
Engage  servantkeeper | 09/05/08
RE: Just like the worst of SuperBowl Ads...  navtec@... | 09/05/08
I congratulate the ad agency  Userama | 09/05/08
Funny and creative would be...  Arm A. Geddon | 09/05/08
Well its got you talking and all the blogs buzzing  Darayush | 09/05/08
Isn't that like "viral" advertising?  Userama | 09/05/08
I was right... A commercial about nothing.  jasonp@... | 09/05/08
Soup Nazi...  SamDiazZDNet Moderator | 09/05/08
What would have been really hilarious  frgough | 09/05/08
RE: Seinfeld  Professor Mojo | 09/05/08
Print ads same agency?  PMDubuc | 09/05/08
Commercial Explained  rjmerk@... | 09/05/08
Commercial Explained  HollywoodDog | 09/05/08
RE: Seinfeld  Loverock Davidson | 09/05/08
Lovey gets it!  djchandler | 09/05/08
I guess it makes sense  frgough | 09/05/08
Bravo.....good call.  xuniL_z | 09/05/08
I still think  dgerard | 09/05/08
Did you ever see the "Old Home Bread" commercials  No_Ax_to_Grind | 09/05/08
RE: Seinfeld  AnotherVoice | 09/05/08
Best Mac commercial ever?  dclhacker | 09/05/08
Re: Best Mac commercial ever?  dclhacker | 09/05/08
RE: Seinfeld  celestialbodi6 | 09/05/08
Suckage is high  bastien@... | 09/05/08
We're talking about SEINFELD people...  benblush@... | 09/05/08
what a complete waste of $  cxnyc | 09/05/08
Advertising is not about "the thing" but about "the feeling". Learn that.  Gruffydd | 09/05/08
A commercial about nothing...  dinosaur_z | 09/05/08
Interesting...  butler360 | 09/05/08
I can't wait to see the 'Master of My Domain' version...  heres_johnny | 09/05/08
RE: Seinfeld  Patient angler | 09/05/08
RE: Seinfeld  sanderson_z | 09/05/08
RE: Seinfeld  dwd1949 | 09/05/08
Napoleon Dynamite appeal  ericesque | 09/05/08
Come on you geeks...  paul@... | 09/05/08
Well, color me geeky, but...  Userama | 09/05/08
Absolutely correct!  butler360 | 09/05/08
Surprise---you're on TV?  BALTHOR | 09/05/08
Uh...  butler360 | 09/05/08
Am I about the only one that likes it?  butler360 | 09/05/08
The Borg sez: U R STUPID  David Blomstrom | 09/05/08
Just a little hypocritical  butler360 | 09/09/08
Shoe store traders?  paul@... | 09/05/08
RE: Seinfeld  gallagher@... | 09/05/08
Perfect...It's the commercial about nothing...  jimi_t | 09/05/08
Oh yeah!  HollywoodDog | 09/05/08
RE: Seinfeld  KrazyGuy | 09/05/08
RE: Seinfeld  swiftmac | 09/05/08
Conspiracy Theory  David Blomstrom | 09/05/08
Can't be just ONE ad...  capodieci | 09/05/08
You guys just don't get it!!!  loadedprick | 09/05/08
Huh???  David Blomstrom | 09/05/08
Furthermore  loadedprick | 09/05/08
Apple Retaliates!  David Blomstrom | 09/05/08
I'm imagining that ad...  Sleeper Service | 09/06/08
Yeah, right...  David Blomstrom | 09/06/08
You know its a sorry business when........  Ole Man | 09/05/08
Seinfeld and Microsoft  pseudopygrapha@... | 09/05/08
RE: Seinfeld  eabeabaeabeba | 09/05/08
Run of mill  HollywoodDog | 09/06/08
Gates  HollywoodDog | 09/06/08
As if the posters here had a clue about marketing  No_Ax_to_Grind | 09/06/08
That's not the half of it  Ole Man | 09/07/08
Don't know art but I know what I like...:P  James Quinn | 09/07/08
Simplicity  jabailo1 | 09/07/08
Schtewpid &...  tek_heretik | 09/07/08
Also, I guess Ballmer has that...  tek_heretik | 09/07/08
The only thing I got out of it was: Microsoft are going to release a new OS  stevey_d | 09/07/08
wait, not an os, a range of computers  stevey_d | 09/07/08
RE: Seinfeld  rushingturtle | 09/07/08
RE: Seinfeld  pico_D | 09/08/08
The REAL real story  jim.denny@... | 09/08/08
Seinfield and Gates coming out of Closet?  wellduh | 09/08/08
Proves that Seinfield was carried by his co-stars all along...  BillDem | 09/08/08
Seinfeld  bob@... | 09/09/08
RE: Seinfeld  parkerjgpatton | 09/09/08
RE: Seinfeld  Embedded_z | 09/09/08
RE: Seinfeld  lkovar@... | 09/09/08
RE: Seinfeld  moucon2-mcg@... | 09/09/08
Who is this guy  thornwood | 09/10/08
Just as worthless as a Mac Vs PC ad  Boot_Agnostic | 09/10/08
RE: Seinfeld  boggs@... | 09/10/08
RE: Seinfeld  ellenslavitz@... | 09/10/08
Any ad you need to explain is a failure. On the Other Hand...  ESoyke | 09/11/08
Didn't Pixar do "Bee Movie"?  magusat999@... | 09/11/08
RE: Seinfeld  Cardhu | 09/21/08
Much ado about nothing much  Ole Man | 09/21/08

What do you think?

SponsoredWhite Papers, Webcasts, and Downloads

advertisement

Recent Entries

advertisement

Archives

Favorite Links

ZDNet Blogs

White Papers, Webcasts, and Downloads

SmartPlanet

  • Thought-provoking progressive ideas on diverse topics that intersect with technology, business, and life, and matter to the world at large. Visit SmartPlanet
  • More from IBM
  • Innovate your business' process model, play against the market, compete against others on our scoreboards and WIN! Try INNOV8 2.0: A BPM Simulator
  • Enabling Real-World Business Transformation through IBM Service Management Read the EMA Analyst Report
Click Here