As strange as they are, I admit it, I smile during the new Microsoft Seinfeld ads. For that, apparently, Microsoft deserves some props.
Thus the heart of the matter: The ads are not intended to sell Windows: They’re ads to sell The Windows Brand. Think of it as The Soul of Windows. If, by the end of this campaign, we only think of Microsoft as the company with the weird ads, then Microsoft will have saved Windows’ soul.