Microsoft hiring Seinfeld ... what's the deal?

The software giant taps the TV legend as part of a campaign to remake its image after repeated attacks by Apple. CNBC's Julia Boorstin reports.

I will, you know, those ads that portray what’s about the Mac versus the PC, and more basically, makes the Mac look pretty old-school and boring and stogy. Microsoft has decided they are not going to take it anymore, launching their own major ad campaign with a mega- comedy star to help spruce up its image. Julia Boorstin has the details. Hi, Julia.

Hi, Erin. Well, Microsoft is investing three hundred million dollars in the new campaign for Windows to remake its image as a consumer- friendly brand, hiring one of the most loved TV personnel these past few decades, Jerry Seinfeld, paying him reportedly 10 million dollars to appear along with Bill Gates in an ads that are to launch September 4th, aiming to reposition the Windows brand, to include Microsoft’s mobile and online consumer products, following on recent initiatives to reverse the negative perception of its latest operating system, Windows Vista, which has been under attack.

This is a good sign I think, I think these campaigns, you know, especially given the size of how much money Microsoft will be spending, you know, I really hope that, you know, if it will help them do, you know, you know, spread their message across about their brand.

Their brand which has been under attack from Apple whose ads secure Microsoft’s image as its Apple’s products gain market share, sales in Mac computers growing 41% in the second quarter, compared to just 15% growth in the overall PC market. Well, echo on another analyst say reversing Microsoft’s brand perception is a crucial first step in this competitive environment, others say an image makeover, it’s far from enough.

We don’t believe that Seinfeld can save Microsoft, we don’t think that advertising is enough for itself, no matter who you get is going to be able to engage consumers to agree that they need it, and a big name is just a big dam.

Sources tell me this marketing campaign is part of a broader initiative. Not just to change the perception of Windows, but also to change the way consumers actually interact, with Microsoft and Windows brand products. So Erin we’ll have to see if this big name is big enough to jump-start a full body makeover.