Who Gets It?

So the new Microsoft campaign launched a couple weeks ago and the blogs have been busy with dissections of the work.  Comments are mainly critical. In general people don't get it, mainly because they are waiting for the campaign to give them some sort of rational message at the end and there isn't one. I've only seen long versions of both spots, here and here on You Tube, so I'm not sure how these are working in 30: format on real TV, but I think they're funny. If we think that all the best advertising leaves us with a positive and memorable association with the brand, this does make me feel quite a bit better about Microsoft.  No, it doesn't tell me anything rational or specific about PCs, Windows, Vista or whatever, but it does entertain me with funny little films that highlight Seinfeld's great comedy timing. If the objective was to make Microsoft look a bit more human, it's working for me, even if it isn't working for Steve Jobs.