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Ad Exec Says Microsoft as Victim Doesn't Work Either

Ad Exec Says Microsoft as Victim Doesn't Work Either

by , 3:20 PM EDT, September 18th, 2008

A New York ad executive has noted that Microsoft likely terminated the Jerry Seinfeld ads prematurely. She also doubts that the new campaign which launches on Thursday night, with Microsoft cast as the victim, will work any better.

Kathy Sharpe is the CEO of New York-based interactive ad firm Sharpe Partners. "Casting Microsoft as a victim still doesn't work for me," she said. "They aren't victims. Apple just is smarter about this sort of thing."

Ms, Sharpe was more approving of the idea of showing the PC as a diverse tool used in many different ways.

Looking back at the first two ads, the ad executive was skeptical. "The first two ads and their variants were a very expensive way to build buzz -- and not necessarily positive buzz," she said. "I don't know who they thought they were targeting in those ads." As a result, she believes that Microsoft terminated the Seifeld/Gates series earlier than planned.

In contrast, she had glowing words for the Apple campaign. "Somehow the Mac always wins but they do so charmingly. It's just a very well done campaign."

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