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Most pundits seem to dislike Crispin Porter + Bogusky’s first Microsoft commercial with Jerry Seinfeld and Bill Gates. But to debate its specific merit or lack thereof misses the point. To crib a theme from blogger and Adweek columnist Joe Jaffe, the brand has opened a conversation with consumers. The campaign has been as widely anticipated as Super Bowl advertising. And the spot itself shows that a give and take is possible. It’s goofy and non-threatening and makes Gates’s software behemoth appear approachable, even likeable.
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