Dumb, Dumber and Darwin: Bring back the Microsoft "Huh?" Ad

Remember the Microsoft “Huh?” Ad? Well, it’s not actually called “Huh?” Ad, it’s just a term I coined that captures exactly what people say after seeing the ad – huh?!

Not too long ago, Microsoft released a TV commercial that features Jerry Seinfeld and Bill Gates. Seinfeld was reportedly paid US$10 million to appear in this commercial while Gates’ fee was not known. With that amount (on talent fee alone) of money, you would expect something great will come out of it. Then the first commercial was released. Length: Less than 2 minutes long. Setting: Shoe Store. Reaction: Huh? What was that again? Then head scratching.

Microsoft bashers had a field day thrashing the new commercial and criticizing it for its supreme lack of creativity and message delivery. Microsoft ignored the critics then released their second commercial, again starring Seinfeld and Gates. This time, a longer one. Length: About 4 minutes. Setting: An old family house. Reaction: Huh?! What was that again? Then head scratching while eyes rolling.

The commercial received a lot of flak then coincidentally, Microsoft decided to pull it out altogether. Microsoft said it’s really according to plan to stop airing the ads but sorry Microsoft, ‘find it hard to believe you. Anyway, Microsoft is hell-bent on improving its image so it came up AGAIN with a new commercial, this time, following the concept originally popularized by Apple – the “I’m a PC vs I’m a Mac” commercial.

The Apple commercial by the way has been running for quite some time now and has been successful in sending the message that: "Mac users are way cooler than PC users". So in response, Microsoft released it’s own “I’m a PC” commercial. This is after the “Huh?” commercial series. Still with me so far?

Anyway, seems like no one is liking Microsoft nowadays because again, their new commercial was heavily criticized as being a poor copycat and missing the point.

I have seen all the ads at issue, and you will see it all too, just bear with me for a little while. I did not like the “Huh?” ad either but one thing undeniable is that the ad is DIFFERENT. It generated a lot of attention because it’s different and that’s what sets it apart. By extension, it also casts Microsoft in a different light, which it needs badly right now considering the amount of negative press it's been receiving lately. Moreover, seeing Gates in a dorky kind of way makes people love him all over again. His numerous adversaries have been successful in recent years painting him as an evil monopolist who's out to dominate the world and put it under his empire.

This commercial changes all of that. It puts Gates as a harmless, lovable dork. Ergo, it puts Microsoft as a harmless, lovable company because let’s admit it, Bill gates IS Microsoft.

And as more “Huh?” commercial gets released into the wild, the more people talk about it and the more people gets accustomed to the “NEW” Microsoft. Then, their objective is achieved.

It’s sad that Microsoft decided to take a different turn while it’s getting close to the finish line.

Below are the subject commercials. Warning: Don’t watch it unless you are prepared to be entertained.

Microsoft “Huh?” Ad 1