The WSJ reports that Seinfeld will appear alongside Microsoft Chairman Bill Gates in the new advertising campaign. He will be paid $10 million for his appearance.
The new ad effort is likely to use some variation of the slogan "Windows, Not Walls," according to WSJ sources. Debuting Sept. 4, it is one of the largest efforts in Microsoft history.
Microsoft must improve its old sluggish image if they want to compete with Apple in the future. "They are not seen as cool," says Robert Passikoff, president of Brand Keys, a New York branding firm. "Apple is cool. Can anyone even recall a Microsoft ad? No."
In an email to Microsoft employees in July, Microsoft Chief Executive Steve Ballmer wrote, "Now it's time to tell our story."
He added: "In the weeks ahead, we'll launch a campaign to address any lingering doubts our customers may have about Windows Vista." He said that later in the year the company will roll out "a more comprehensive effort to redefine the meaning and value of Windows for our customers."