Seinfeld will be a key pitchman in a planned $300 million fall advertising campaign for the software giant, a person familiar with the plans confirmed to The Associated Press on condition on anonymity because the deal has not been formally announced.
The Wall Street Journal first reported the plans. Citing people close to the situation, it reported the comedian will be paid $10 million for appearing in ads with Microsoft Chairman Bill Gates.
It’s Microsoft’s latest move to try to capture some of the cool quotient that rival Apple has appeared to win so effortlessly.
But for younger consumers especially, can Seinfeld turn the image tide for Microsoft?
"Seinfeld does represent sort of a challenge," says Brian Steinberg, television editor for the weekly advertising magazine Ad Age. "He’s not Dane Cook. He’s got a more sophisticated everyday take on things. He often comes across as a questioner of conventional wisdom but also can be kind of a crank. It’s a fine line to walk when you’re dealing with a younger person."
Steinberg did point out that the firm producing the spots – Crispin Porter and Bogusky – is known for creating commercials that appeal to young males, particularly in its campaigns for Burger King.
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