ANTenna Blog -- Hardware & Software

Microsoft launched its $300 million marketing campaign. The first commercial has Bill Gates, Jerry Seinfeld, and shoes. There is no mention of Microsoft, Windows, or Vista. So far, it's an ad about nothing.

The commercial was aired during the Giants/Redskins game and must have had football fans shaking their heads in wonder -- although Gates does do some sort of wiggling at the end.

If you don't feel like watching it, the commercial consists of Seinfeld helping Gates buy some shoes at a discount shoe store. It is not until the end as the two are walking to the car that a reference to computers comes up when Seinfeld asks Gates: "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."

That's where we get what is sure to become an infamous wiggle.

Techcrunch got a hold of the e-mail Microsoft SVP Bill Veghte sent to employees about the goal of the campaign:

"The first phase of this campaign is designed to engage consumers and spark a new conversation about Windows – a conversation that will evolve as the campaign progresses, but will always be marked by humor and humanity. The first in this series of television ads airs initially in the U.S., and it aims to re-ignite consumer excitement about the broader value of Windows."

He continues: "Think of these ads as an icebreaker to reintroduce Microsoft to viewers in a consumer context. Later this month, as the campaign moves into its next phase, we’ll go much deeper in telling the Windows story and celebrating what it can do for consumers at work, at play and on-the-go."

Now that's something we'd all like to hear.

As for this first commercial, ZDNet blogger Larry Dignan nails it with his question: "Honestly, what does any of this have to do with Microsoft, Apple or computing?"

He continues: "At least Apple’s commercials, which highlight Windows as old and stodgy compared to the young and hip Mac OS X, talk about computing."

There is something insulting about the fact that Microsoft is using celebrity and fluff to hook its consumers and nothing else. The company makes software right? Watching this commercial, it's easy to forget. It does make me want to watch the ultimate show about nothing though. At least Seinfeld is getting his money's worth.

More From bMighty:

• It's Instant Vista?! I Thought it Was Another Brewed OS
• I'm a Mac, You're a Bad OS
• More and More IT Pros are Ignoring Vista. Where's the Wow Now?