Jerry Seinfeld To Push Microsoft’s Vista In New Ad Campaign

Microsoft has tied up with New York comedian Jerry Seinfeld for a $10 million ad campaign to spruce up the sagging sales of its Vista operating system. This is part of a larger $300 million global campaign to boost the prospects of the company.

The software giant has brought on board Miami-based firm Crispin, Porter & Bogusky to create the campaign, which is slated for its television debut on September 4. The campaign is reported to play upon the Microsoft slogan “Windows, Not Walls,” which implies the breaking down of barriers.

At least one of the TV promos starring Jerry Seinfeld is being directed by Michel Gondry, who is known for his original treatment of films, music videos, and TV commercials.

Microsoft wants to change the poor public perception of Vista. Apple Inc.'s ‘I'm a Mac, I'm a PC’ TV ads have dealt body blows to the popularity of Microsoft. "They are not seen as cool. Apple is cool. Can anyone even recall a Microsoft ad? No," says Robert Passikoff, president of Brand Keys, a New York branding firm, speaking about the public perception of the two companies, Microsoft and Apple.

Manufacturers such as HP have reported strong consumer resistance to Vista and developers too fight shy of the Microsoft operating system. To mend matters, Microsoft decided that it was high time they told their story. CEO Steve Ballmer sent an official e-mail explaining the campaign.

"In the weeks ahead, we'll launch a campaign to address any lingering doubts our customers may have about Windows Vista," Ballmer’s mail read. He also mentioned that later in the year the company would roll out ‘a more comprehensive effort to redefine the meaning and value of Windows for our customers.’

In mid-July, blogs in the New York City borough of Brooklyn talked of locations like the Brooklyn Public Library, Prospect Park and parts of the neighborhood of Carroll Gardens being closed down for a Microsoft television commercial shot by the French director and the production company, Partizan Entertainment. The trade magazine, Advertising Age, also brought out unconfirmed reports at the time that Seinfeld stars in the said commercial.

However, observers say the 54-year-old Seinfeld may not be quite the solution to woo back younger consumers. Seinfeld is no longer the rage he was a decade ago, when his popular sitcoms engaged the public’s attention.

Henry Blodget, former Wall Street technology analyst turned blogger, said: "This still won't solve Microsoft's real problem, which is that its monopoly is eroding. And even Seinfeld won't be able to change that."