Microsoft's moist and chewy teaser campaign

Microsoft's new spot featuring Bill and Jerry is being universally skewered by the press and bloggers alike.

Am I missing something? It's a teaser spot for goodness sake. Get off Microsoft's case. It's not supposed to communicate anything nourishing or lasting. It's the advertising equivalent of an energy drink -- a quick jolt to the system to get our attention. Mission accomplished. (My only quibble: forcing Bill and Jerry to introduce each other to the viewers. "Bill Gates!" "Jerry Seinfeld?!" I think their faces are fairly well known.)

Having gotten that off my chest, the campaign that follows had better be amazing.

I've read previously about one potential idea -- windows, not walls -- which could be the basis of a compelling brand narrative, something that's been lacking over the years. Windows is a shared language and platform for global collaboration. It helped create today's flat world. The brand needs to stand for something meaningful or it will become irrelevant in the coming cloud.

How the Handover Begins

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