"Most companies would have to spend a billion dollars on advertising to get this kind of attention," a brand consultant insisted to the Wall Street Journal in response to Jerry Seinfeld's what-the-huh 90-second TV spot for Microsoft. "The fact that they have the blogs, the business community and mass media talking about it means they hit a nerve," says another. "It's exactly what we were trying to achieve, which was to drive buzz," says Microsoft spokesman Tom Pilla. Three's a trend! But ask yourself how many other companies will now intentionally develop campaigns designed to get people talking and talking about how disappointed they are with the whole thing?

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