But Does It Sell Software?

Back in my college days, I sat in on a presentation from a Miller Brewing marketing person who was explaining the thinking behind company’s then-popular “less filling, tastes great” ad campaign. The ads were noteworthy for their light touch (the George Steinbrenner/Billy Martin spot remains a classic) but the Miller rep’s takeaway point was that cute can never be an end in itself. The key question to use in evaluating any spot, especially the cute ones, she said, is “does it sell beer.”

Whoever’s working on the new Microsoft ad campaign featuring Jerry Seinfeld didn’t get that memo:

Weird beyond all immediate description.

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