Microsoft Corporation (NASDAQ:MSFT) is putting their ad campaign featuring Jerry Seinfeld on pause for the time being. The $300 million campaign will continue to march forward with a new theme. The new theme is a rebuttal against the Apple Inc. (NASDAQ:AAPL) ads, Mac vs. PC. The new Microsoft ad will start with a commercial that features an engineer that resembles John Hodgman, the actor that plays “PC” on the Apple ads. The new ad even starts by saying ?Hello, I?m a PC, and I?ve been made into a stereotype.?
Crispin Porter & Bogusky came up with the new campaign idea. Microsoft is even bringing several celebrities on board as part of the campaign that includes Eva Longoria (Desparate Housewives), Deepak Chopra (author), and Pharrell Williams (musician). Others featured in the commercials will include 60 Microsoft employees.
?[Apple executives have been] using a lot of their money to de-position our brand and tell people what we stand for,? stated David Webster, General Manager of brand marketing for Microsoft [NYT]. ?They?ve made a caricature out of the PC.? Through this campaign, Microsoft wants to take back the narrative.
When Microsoft launched the Seinfeld ads, the reviews were 25% positive and 13% negative. The ads became less negative as time went on. ?It did what it needed to do,? stated Rob Reilly, Partner and co-executive creative director of Crispin Porter. ?People who got it, got it.?
The new ad campaign will be beginning tonight. There is no word on whether Seinfeld will return to additional Microsoft ads or not. Other clients of Crispin Porter includes Ad Council, Bell Sports, Burger King, Coke Zeo, Compass Bank, Domino’s Pizza, Geek Squad, Giro, International Andy Awards, KNOW HIV/AIDS, Sprite, Volkswagen, and Old Favorites.