It only takes 3x longer than an Apple ad to say absolutely nothing about why you should buy Vista- or believe Microsoft is anything different than the company that has ignored it’s customers for, well, since day one.
Jerry Seinfeld and Bill Gates meet in a mall at “Shoe Circus” and do exactly what Seinfeld is best known for- talk about nothing. As they walk out of the mall, after Bill has flashed his Shoe Circus Clown Club membership card, Seinfeld asks for a sign about the amazing future those geniuses at Microsoft have been dreaming up- just to get Bill to wiggle his ass on camera.
That shot is probably the most honest part of the whole spot: since Microsoft has been showing us their ass for as long as we’ve used their operating system and software. Software that crashes, software that attracts viruses like shit seduces flies, and a user interface that has never been intuitive- making the complex - harder. For the life of me, why does an end user need to know about a “registry?”
When Crispin Porter + Bogusky pitched this campaign- sources said that the winning concept was “Windows, not walls.” Somewhere along the line, they seem to have gotten sidetracked.
The Mojave Experiment was an attempt to do a “Pepsi Challenge” for Vista- only it was Vista in both cups. The website can’t be watched on a Mac- so forget about getting those customers back- and, it showcases one of the key problems Microsoft refuses to face: computing standards make for a better computing experience. From the earliest days of Mac vs PC it’s been the fundamental unique selling proposition that makes Mac’s the brand that can charge a premium and generate loyalty- once you learned how to do something in one program, it worked for all of them. Microsoft keeps thinking that the reasons users don’t like their software is because users are stupid- instead of realizing it was never about the software- it was about what you as a user, could accomplish with the software.
CP+B may have finally met a challenge that great ads can’t solve. This was only the first salvo. However, if Apple decides to release their OS X operating system to run on all Intel based PC’s for $249 (about double what they charge to run it on a Mac) Microsoft’s stock will fall faster than GM’s when gas hits $5 a gallon (as if it could fall much more).
In the end, we still come down to the old adage: “It’s not creative if it doesn’t sell.”
“Hi, I’m a Mac” from Chiat/Day has doubled market share for Apple in the last 2 years, while Apple is still charging a premium on their hardware. Go look at the comments on the YouTube spot above- and repeat after me: “I’m a PC and I’m leaving the building.”
Part II: a 4.5 minute showing Bill and Jerry trying to hang out with the “little people”- now Bill is doing the robot. Smacks of desperation.
Somewhere there has to be a strategy?