The start of Microsoft’s multimillion dollar campaign to get in touch with its users was… awkward. While not exactly accomplishing to relate to customers, or have any direct connection with Windows whatsoever, Microsoft has indeed gotten everyone talking. They say that no publicity is bad, but too much of one thing is. That’s why Microsoft has moved on to Phase II of their campaign.

They’ve decided to drop Seinfeld, at least for the moment. Rumor goes that the drop was premature, due to insufficient positive response to the comedian’s “show about nothing” style and concept. Microsoft vehemently denies this, with spokesman Tom Pilla stating that "The ads that feature Bill and Jerry have done exactly what they were designed to do. Any suggestion otherwise is untrue." We don’t know about that, but Microsoft are for the moment mum on the topic of whether they plan to bring him back at a later date. Considering Seinfeld’s $10 million reported pay-off, it would be a waste otherwise.

For the moment though, Microsoft has decided to shift their approach. They’re going about it in two ways: for one they’re creating an ad, scheduled to début tomorrow, which directly attacks Apple’s “PC vs. Mac” line of products. The commercial features a fellow in a brown suit, who looks remarkably like comedian John Hodgman, better known as the PC guy in Apple’s ads. Microsoft’s version of the character, an engineer, begins by saying “Hello, I’m a PC, and I’ve been made into a stereotype.” The following ads in that series go along those lines, showing “regular PC users” who are proud of their Windows systems.

The other approach they are taking is in expanding the list of celebrities to make appearances in their ads, including more “hip” stars like Deepak Chopra, Eva Longoria and Pharrell Williams. Microsoft are trying to use these popular names to re-connect with their large audience, which they have estranged to some extent; this approach is not as innovative, but is more of a safe bet, as the only reaction they have managed to elicit so far with the Seinfeld/Gates duo is a raised eyebrow.

The second phase of their campaign will also expand to include other mediums such as magazine print ads and outdoor advertising. These two latter forms will emphasize the ability of Windows to scale from mobile devices and TV sets to notebooks and traditional PCs.

The second part of the software giant’s retaliatory commercial campaign will be handled by their Miami-based advertizing agency Crispin Porter + Bogusky, which have also produced the Seinfeld/Gates ads, and have been known in the past for producing such viral marketing strategies as Burger King’s Subservient Chicken campaign.