Microsoft much talked-about $300 million campaign, designed to convert the Mac fans to Windowism keeps the world confused. It was funny at one point, but now it just seems incoherent and kind of like trying too hard, much like the sloppy character representing a PC in Apple’s ads.

Two new ads hit the market but, just as we were expecting the next Gates/Seinfeld skit to finally make sense, and right when I was ready to bet that in the end we would all look as fools facing the genius behind the famous campaign.

Surprise! No more Seinfeld and only about 5 seconds of Bill Gates telling us he’s a PC with glasses, but without the robot dance. Instead a lot of different people claiming they are electronic devices, or, well, PCs.

The sequences are kind of touching, especially when you see Eva Longoria saying “I’m a PC and I have a ring,” and then a guy saying he’s a PC and he sells fish and then all those interesting people who either study genes, design jeans, study the law, practice the law, challenge the law.

It’s all so global and peaceful, but one thing it is not. It is not funny. Those pauses some people featured in the movie take are supposed to be comedic, but are not. The whole tone of the ad is supposed to be cool and laid off, with a funny twist to it, like “we don’t care about Apple. We rule the market, thus the world.” But it’s not. Bill Gates is definitely also not, but Apple’s ads “I’m a Mac, I’m a PC” are to.

They’re short and hit right to the heart of the problem. They don’t use emotional charity-like clips or weird and inexplicable humor. They use punch lines and irony. They are not self aware and they don’t fixate on the same words for a whole minute, and, most of all, the ads are entertaining, even for PC users, I can bet, while the much talked-about Microsoft campaign looks more and more like a big fuss.

All that talk about creating a water cooler intrigued gossiping phenomenon seems like a lame excuse right now, as nobody believes it was ever about that. Of course everybody is talking, but the reviews are pretty bad and nobody feels like buying a PC or, even more, giving up a Mac just for the sake of Bill Gates appearing on TV, along with other famous or non-famous people.

The whole approach is completely incoherent and it looks like those behind it can’t make up their minds about which approach works better for the public, at least for those who aren’t PCs yet.

My only guess is that when the Microsoft people had some spare $300 million lying around their Silicone Valley offices, they said to themselves:” This campaign’s approach is that there is no approach.”

And by the way, a PC is something you use or something you see or something that helps you with your work, but it surely shouldn’t define a person.