Microsoft finally kicked off its new advertising campaign starring popular comedian Jerry Seinfeld and a man who needs no introduction, Bill Gates. The work that the two were called in for, shooting videos and pictures, is expected to change the perception about Microsoft in general and about the company’s Vista operating system in particular.

Ever since its launch, Vista received negative feedback on various grounds. Some claimed that it is too expensive, some reported many system glitches and failures and others were unhappy with the large amount of resources demanded by the OS. People tend to read a couple reviews before rushing to a store for a new system so all the posts available on numerous blogs and other Web pages did not help Microsoft at all. Many of the users interested in an upgrade decided to stick with XP until 2010 when Microsoft scheduled the release of its new system while some demanded a downgrade to their previous configuration and settings.

Still, there are plenty of people who understood Vista’s utility and who claim that the system is the best possible option.

This is exactly what the ambitious $300 million campaign wants to underline: Vista’s potential to make people’s lives better. Unfortunately, the commercials have been received by the majority with negative responses and reviews. On the other hand, anything that gets people talking can be considered a successful advertising campaign.

Leslie Smolan, chief strategy officer at Carbone Smolan Agency, a New York-based branding firm, commented on the ads saying that "It's big, it's got deep pockets -- certainly deep enough to buy any celebrity it wants. What it doesn't have is creativity, the key ingredient Microsoft has always lacked." Such comments, maybe not as elegant, have been filling up the blogs, even though this is just the first phase of the campaign. The problem for many of the users is that the ad does not send any message and the following ‘episodes’ better bring the needed explanations.

Bill Veghte, senior vice president of Microsoft's Windows and online services business, explained a few days ago that the first add, with the two meeting in a shoe store, should be considered "a conversation starter, an ice breaker" which will be followed by other ads. He did not want to comment about their content. Mr. Veghte talked about the company’s intentions to raise the excitement about Microsoft’s possibilities. "Some of that magic has faded into the background a bit," Mr. Veghte said. "I thought it was absolutely essential we amplify not only the practical but the magical."

One of the reasons why the massive advertising investment was considered necessary is the fact that Apple is gaining significant ground on the market, being preferred by more and more computer users. Microsoft is still the distant number one but over the next few years things could take a drastic turn if nothing is done. Microsoft decided to address the issue now rather than wait for the completion of its Windows 7 OS, scheduled for release in January 2010.