Microsoft's anti-Apple weapon: Seinfeld

Stephen Withers
Friday, 22 August 2008 02:53

Opinion and Analysis

There have been rumblings that Microsoft was preparing a response to Apple's "I'm a Mac... and I'm a PC" ads. Now, the Windows maker's secret weapon has been revealed: Seinfeld.

According to reports, comedian Jerry Seinfeld will receive $US10 million to appear in the TV ads that will start appearing on US screens in early September.

Celebrity endorsements don't come cheaply, but $US10 million for Seinfeld?

Look at it this way: Apple's ad characterised Mac as a twentysomething, and PC as a middle-aged guy.

So in an attempt to restore its public image, Microsoft chooses... yes, a middle-aged guy.

Not that there's anything wrong with being middle aged, as Jerry's sitcom persona might have said. My age is similar to Seinfeld's, so don't mistake this as a dig at someone in a different demographic.

But what credibility does Seinfeld have in this context? An actor such as Ewan McGregor is popular with women, gains a rugged image from is motorcycling expeditions, and gets to endorse aftershave.

But Seinfeld and computers? Why would anyone pondering a PC purchase be influenced by him? An as for credibility, his eponymous TV character always used a Mac. Yeah, I've heard of product placement, but even so...

Who else will appear in the ad? Find out on page two.