I’ll admit that I quite like the Seinfeld and Bill Gates powered Microsoft spots, mostly because they play more like goofy little short films rather than actual ads. There’s a rather charming disconnect between the point of an ad and the theme of the ads (that being both Gates and Seinfeld are utterly removed from everyday life; not exactly the kind of message you expect from a mega-power like Microsoft).
Shoe Circus was appropriately weird, while New Family brings home much more of the funny (so much so that Gates himself shows a flash of comic timing), but so far both ads have gotten fairly trashed in the press. C’mon, media mavens! The agency behind this campaign is Crispin Porter + Bogusky… they don’t care if their ads get bad (or even bewildered) press – they count it as a win just as long as they’re being talked about, and how could an ad campaign featuring Jerry Seinfeld and Bill Gates not get discussed? So I’m quite sure that CP+B is counting it as a huge win, even if means a sizable number of media pundits scratching their head.