From our tip box:
“Everybody has it wrong – these were always meant to run for two weeks and that is it. Jerry got much less than $10M. We just wanted everyone to talk – and knew that everyone would hate the first thing out of the box – the response to Bill & Jerry was expected and frankly, great that people were actually talking about Microsoft for a change…
– Someone who knows at Crispin”
So you did it on purpose? Ask yourself – was it an effective communication of your message? Was it a boon to the brand? Sure, everyone is talking about Microsoft. Thumbs up. Everyone is talking about Microsoft paying too much for a celebrity and/or for ads that fell flat with many consumers. While the narrative was fun (for me at least), one has to wonder about the control and execution of this campaign. We can only hope this leads to something that will have folks all laughing, sighing and saying – “Wow. That was awesome. My view of Microsoft has changed just a bit.” Or, “Amazing. What a great new product.” I’d love to see that happen.
Otherwise, people talking about your brand isn’t always a good thing. Not sir. Not at all.