Can Microsoft remake it’s image?

Seems as though everyone is talking about the Bill Gates/Jerry Seinfeld Microsoft ads. Especially now, with the rumors that the campaign is being scrapped in favor of a new approach.

I wasn’t a fan of the first couple of ads. They came off as Microsoft trying desperately to be “quirky” and “cool”. The ads are so obtuse and odd. Though, honestly, I was willing to give them time to find their bearings. This was obviously the start of a much longer and more involved campaign. Two may not make sense, but a dozen or more could tell an interesting (compelling?) story. Which makes the news of their demise all the more strange.

And I don’t believe for a second that this change was intentional. Microsoft got some negative responses to this effort and yanked it, as a form of damage control. It’s a kneejerk reaction to some bad (confused?) press.

As for the new “I’m a PC” spots, they strike me as an odd response to Apple’s “Get a Mac” ads. Too fluffy and not nearly hard hitting enough. Taking the “I’m a PC” live from Apple and trying to own it (or wear it as a badge of honor) could prove to be a good thing in the long run. But for now it’s still Apple’s game and Microsoft is playing defense.

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