The Windows Operating System is a massive money-earner for Microsoft; together with Microsoft Office, the software earns a huge portion of the total revenues for Microsoft. However, it has been 2 decades now since Microsoft rolled out the Windows brand and took a commanding share of the computer desktop software market. Users are slowly getting tired of this brand name, and seeking a cooler alternative, are latching onto the Mac platform in bigger numbers (they have not moved on in very high figures, but even a percentage decrease in Windows sales would be worrying for Microsoft). Another section of users have got introduced to the Mac through the Mac option of being able to load both the Mac and Windows on the same Mac machine; and there would be a number of such users who would find the Mac software more compelling (and of course, there are a number of Ads that show Mac users as cool, while Windows users are shown as nerdy). So what does Microsoft do ? It recruits Seinfeld to star in some ads designed to bring a cool look to the Windows platform:
Microsoft Corp., weary of being cast as a stodgy oldster by Apple Inc.'s advertising, is turning for help to Jerry Seinfeld. The software giant's new $300 million advertising campaign, devised by a newly hired ad agency, has been closely guarded. But Seinfeld will be one of the key celebrity pitchmen, say people close to the situation. He will appear with Microsoft Chairman Bill Gates in ads and receive about $10 million for the work, they say.
The attempted image overhaul comes as Microsoft executives privately acknowledge that Windows - the company's most important brand - has grown stale and has been battered by Apple's “Mac vs. PC” ads. Microsoft's immediate goal is to reverse the negative public perception of Windows Vista, the latest version of the company's personal-computer operating system.
The company must be really worried. Normally, the Mac has always been derided by Microsoft, and not worthy of attention; so the campaign to hire a popular comedian (even though his shows stopped production in 1998) along with a new Ad agency smacks of an effort to try and get back some freshness, some new enthusiasm among its market base.