CIO Symmetry

Sep 19 2008   1:47PM GMT

Microsoft reclaims ‘I’m a PC’; ditches Gates/Seinfield

Kristen Caretta Kristen Caretta Profile: Kristen Caretta

As quickly as they started, the Microsoft/Jerry Seinfeld/Bill Gates ads have ended. Phew.

The nonsensical ads left viewers scratching their heads and Seinfeld with quite a heavy pocket. The comedian reportedly earned $10 million for the commercials in Microsoft’s attempt to connect with its target audience.

But who is Microsoft’s target audience? It may not be the twentysomethings … but choosing 54-year-old Seinfeld as the funny man may be meant to attract the “thirty- and fortysomething business community” Marc Ippolito, president of Burns Entertainment & Sports Marketing, told Computerworld.com. The Wall Street Journal reported Microsoft turned down Will Farrell and Chris Rock because it didn’t want to seem like it was catering too much to the younger market.

Well, maybe Gates doing the robot will gain audience appeal and Vista will get another shot – if the robot’s not dead yet, Vista certainly can’t be either.

In an interview with Computerworld.com, Microsoft spokesman Frank X. Shaw confirmed the plan to have “two teaser ads” (no — the weird Seinfeld/Gates ads weren’t cancelled, this was all planned). The next leg of Microsoft’s attempt at revitalizing the slogan “I’m a PC” includes celebrities (Eva Longoria and Pharell Williams among them) as the company works overtime to overcome the stigma Apple attached to being a PC.

What won’t you have to see again? Seinfeld asking Gates for a Microsoft product that makes computers “moist and chewy like cake.”[kml_flashembed movie="http://www.youtube.com/v/rIjNJZpRtj8" width="425" height="350" wmode="transparent" /]

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