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Okay, so maybe the Jerry Seinfeld and Bill Gates ads were designed to soften up the market by letting people get out all their pent-up anti-Microsoft emotions, so that the newer ads would seem better by comparison (sort of a scapegoat strategy). Or maybe they were just a total screwup and so
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The larger "I'm a PC" campaign feels to me like a concession to Apple. Whether you like them or not, the Mac vs. PC ads set a pretty clear brand identity for Apple (as does Apple's marketing as a whole) . This campaign seems to be saying "we don't know what our brand is, either, but a lot of people use PCs so we'll go with that." That might end up working, but could just as easily fizzle; it's a straight reaction to Apple's marketing, not a statement about Microsoft.
With that in mind, I wonder whether this will end up being shadowboxing for Microsoft. The Mac/PC campaign has gotten long in the tooth and a bit off track, and Apple's ear is pretty good for that sort of thing. It wouldn't surprise me to find that before very long Microsoft is hitting back at the spot where Apple's marketing used to be, while Apple brings out something new.
On a personal note, the "I'm a PC site" also kinda freaks me out. Viewed in the context of dozens of other people all repeating the exact same phrase, the little girl saying "I'm a PC and I want to be a scientist" hits me as less touching and more creepy-ass cult member.
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