Seeing as this is the first blog entry of the Fall 2008 semester, I've decided that it doesn't especially matter what I write about, as long as the blog has been created and I write two more entries this week, so... for lack of a better topic, I'm going to write about the new Microsoft Bill Gates/Jerry Seinfeld ad that everyone's talking about.
I watched the ad. And, call me dense, but I don't get it. If you haven't seen it, here's what happens: Seinfeld sees Gates buying shoes at a discount store where the salesman is not actually doing much in the way of helping. Seinfeld enters the store, churro in hand, and takes over, helping Gates to buy new shoes, and tells his new buddy to shower in his shoes, so they get clean when he does (cut to pair of shoe-clad feet, presumably Seinfeld's, in the shower). People watching through the window of the store proclaim that the shoes Gates is trying on do, in fact, run tightly, as Seinfeld had said. For some reason, they do this in another language (Spanish, I believe), with subtitles. Satisfied, Gates heads to the counter to purchase his new footwear and proclaims he's a Platinum Member of the Shoe Circus Clown Club (he also shows a Shoe Circus Member Card, complete with very old and very geeky photo). The new friends walk out through the parking lot, now both eating churros, where Seinfeld asks if Microsoft will ever make a computer that's "moist and chewy, like cake, so we can eat them while we're working." He asks for a sign that it's going to happen, and Gates gives him a signal - he shakes his tush. End of commercial.
Now. There are so many things about this commercial that I don't understand. For one thing, why is Gates buying shoes at the same discount store he's been using since he was a teenager? Especially if his shoes were always too tight and the salesman didn't listen to what the customer was saying. There's a point when you have to say, "I have more money than god, and I want shoes that fit correctly!" Or how about even, "it doesn't matter whether or not I have money, I deserve to be treated with respect as a customer of this establishment"? Is this commercial telling me that Gates is so out of touch that he not only doesn't bring the best goods to the rich consumer, but that he doesn't know how to give any single person anything they want?
And why are the gawkers speaking Spanish? Is this supposed to tell me that Hispanic mall-goers are big fans of Microsoft? Is that why they're each eating a churro at the end? Come to think of it, why are the gawkers there at all? And why are they more impressed with Seinfeld's knowledge of the discount brand of shoe than the fact that he's helping Gates try them on?
And then there's the random nonsense about taking a shower with shoes on. I can just see the marketing geniuses at work here: "Let's throw something in that makes no sense at all! Like Seinfeld makes a joke about showering with shoes on - priceless!" Did they not realize that they're making the head of their company seem less knowledgable in general than a man who does something so ridiculous?
So after all that, they walk out to the parking lot, each eating churros. But... at the beginning of the commercial, Gates politely declined a churro when offered. Has Seinfeld's shoe knowledge, as it were, affected him to such a point that he is also taking pastry advice? And does that mean that there actually
will be a computer that's moist and chewy like cake? I can't figure what that would be a metaphor for, so I'm forced to take it at face value - edible computers. I can just see it now: a proud parent has scrimped and saved to get the latest MS Muffin for her child. The hyper-expensive computer is left under the christmas tree only for a moment, but a moment is all that is needed for the dog to swoop in and chew the thing until all it does is play a repeating stream of Dexy's Midnight Runners at full blast.
Perhaps I exaggerate. But if anyone can make any more sense out of this commercial than that, I'd love to hear it.