PRESS RELEASE

September 2008

“This is the Conquistador,” explains Jerry Seinfeld, showing a befuddled Bill Gates a brown loafer. “They run very tight.”
After seeing the new ad from Microsoft, some may wonder what Jerry Seinfeld helping Bill Gates pick out a pair of shoes has to do with software. The answer, in the classic Seinfeld sense of the word, is nothing. Nevertheless, this is the first visible sign of an ambitious effort by Microsoft’s Windows to reconnect with consumers.

The new campaign highlights how Windows has become indispensable. It will illustrate how Windows integrates consumer experiences across PCs, online and on mobile phones. Microsoft is working with retail partners and PC manufacturers to enhance the experience consumers have with Windows at every touch-point:

Major retailers, such as Circuit City and Best Buy, will begin rolling out Windows-branded sales environments and store-within-a-store concepts

Major PC manufactures including HP, Dell, Sony and Lenovo are working with Microsoft to enhance key areas of the PC experience, including speeding up startup and shut-down time and sleep and resume speeds

Windows.com has been revamped and will point consumer to specific Windows products and experiences

These initial ads are the first in a creative campaign by the award-winning advertising agency Crispin, Porter + Bogusky, designed to spark a conversation about the Windows brand – a conversation that will evolve as the campaign progresses, but will always be marked by humor and humanity.

“Windows is entering a new chapter in our history,” says Bill Veghte, Senior Vice President, Online Services & Windows Business Group. “We’re renewing our commitment to consumers and working with our partners to deliver quality and value on the PC, across devices and across the Web.”

This effort extends to close collaboration with device manufacturers in optimizing performance, a renewed retail sales philosophy designed to help people understand their technology needs, and a new Web presence that serves people the same way in-store sales staff would.

Ideally, Microsoft intends to maintain the level of excitement that users experience when they first purchase a PC, and ensure that it continues through years of use, by helping them find new ways to be creative and productive.


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