Microsoft: New Family

Abbott? Costello?

Sorry fellas. There's a new comedic duo taking over. Jerry Seinfeld and Bill Gates.

The Crispin Porter + Bogusky factory are working hard to restore the Microsoft brand image after all the slaps its taken from the Apple Get a Mac ads developed by TBWA\Media Arts Lab.

The first ad from this $300 campaign took some heat. But this was obviously a starting point. Does it do much for the brand? Maybe it lightens it a bit. Ties in ubercomedian Jerry Seinfeld. Does it message anything about the product? Subtly. Maybe. Did it set a new brand tone? Sure. MS is no longer a monopolistic borg, it's awkward, self-effacing, and patient. Did it get attention? Yes. Did it get people talking about Microsoft? Yes. And were they talking about something besides Vista? You bet.

Yet this second spot reveals more of what's to come. And here we start to see a glimpse of future messaging. Bill Gates isn't a tyrant--he's a people connector. And no longer out of touch. What does this due for the brand? It's too soon to say what the public's response will be, but humanizing Gates and the brand he built by enlisting the most popular comedian of the last 19 years probably isn't going to hurt.

See for yourself.