Microsoft "New Family"

Watching Bill Gates and Jerry Seinfeld clown around in Microsoft’s new ads from Crispin Porter + Bogusky, you can’t help but think about Apple. Of course, that’s because the competition has been having more conversations about the brand, albeit negative ones, than the tech giant has of late. Now that Gates has grabbed the bullhorn, it’s as if the characters that we’ve come to know so well in Apple’s ad campaign, Mac and PC, played by Justin Long and John Hodgman, have been freed of the constrictive white stage setting they’ve inhabited for the last two years and, yes, entered the bizarro world that is Microsoft’s Gates and Seinfeld buddy adventure.