Microsoft's reframing

September 12 2008, 8:36pm

There sure are a lot of "I don't get it" comments out there about Microsoft's ad campaign featuring Jerry Seinfeld and Bill Gates. It's continuing today with the release of "episode two."

The comments are everywhere, especially among the tech bloggers, who tend to be driven by instantaneousness, not subtlety. Features are answers. Story is subtlety.

Yup, a lot of comments. Which is part of the point.

With the help of Crispin Porter + Bogusky, Microsoft is in the process of reframing the discussion about Microsoft. It is building a new persona.

A persona isn't established by one commercial. Critics of the Gates/Seinfeld program are missing the point. After all, "Seinfeld" the TV show didn't become a lasting cultural force in the United States after a few episodes.

Microsoft is off to a good start with this new persona-building. But here's the real challenge: for Microsoft to have its products, processes and people authentically reflect the smart-ironic nerd concept it has successfully gotten people to talk about this week. Like "Seinfeld," that'll take years, too.

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