Jerry Seinfeld is signing off again, this time from Microsoft's television commercial series with Microsoft Chairman Bill Gates. The popular comedian's work for the software behemoth is complete, and the next phase of the multiyear, $300 million Windows marketing campaign to reconnect with customers is beginning.
According to Microsoft, the next ads will celebrate the diversity and passion of consumers around the world who use Windows to stay in touch with people, information and ideas that they care about.
"Windows is truly the shared language of creativity and connection for more than one billion people," said Bill Veghte, senior vice president of Microsoft's Windows business group. "Starting today, we want to reflect the passion and excitement of this community in how we tell the story of the Windows brand."
Windows vs Walls
Microsoft is running full-page newspaper ads with the headline "Windows vs Walls." The copy pushes the concept that Windows helps people tear down walls. Windows, the campaign touts, connects people via PC, phones, digital devices, and the Web.
"On our journey to make sure that Windows enables a life without walls, we've taken a step back, reevaluated and tuned and tweaked our approach," Veghte said. "So you're seeing that in the advertising, in the products, in the experience at retail, and on Windows.com."
People will see the "Life Without Walls" campaign expressed on billboards, digital walkway ads in airports, and outdoor and print ads. They will also see new television and Web ads called "Real PC." The ads will feature the likes of green architect Edouard Francois, astronaut Bernard Harris, and celebrities such as Eva Longoria and Deepak Chopra declaring "I'm a PC."
Where's the Coolness?
But Microsoft has an uphill battle with this campaign, which essentially reinforces the corporate image Redmond already has working against it -- that Microsoft is a huge...

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