“Microsoft “has signed a deal with Fox to sponsor a variety show produced by ‘Family Guy’ creator Seth MacFarlane, voice of the family guy himself, Peter Griffin, and actress Alex Borstein, who plays wife Lois Griffin. The show will air Nov. 8 without commercial interruption — because it will instead feature Windows-branded programming throughout the program,” Abbey Klaassen reports for Advertising Age.
“The branded-entertainment deal is a collaboration between Microsoft, the brand-friendly Mr. MacFarlane and Crispin, Porter & Bogusky, the ad agency responsible for the multimillion-dollar worldwide Windows 7 push. Microsoft’s media agency, Universal McCann, was also involved in brokering the deal,” Klaassen reports.
“The Microsoft-sponsored variety show, whose working title is ‘Family Guy Presents: Seth & Alex’s Almost Live Comedy Show,’ is a mix of live-action ‘Family Guy’ musical performances, animated shorts and celebrity guest appearances, and is part of an all-Seth MacFarlane night on Fox. The software company wouldn’t elaborate on what exactly the Microsoft integrations would look like or possible scenarios in which Windows 7 could play a starring role, but said Crispin’s copywriter and art director on the Windows campaign were working closely with Mr. MacFarlane and Ms. Borstein,” Klaassen reports. “‘You’ll see us deeply integrated into the content … you’ll hear a lot about how Windows 7 can help you simplify your PC — it’s simple, fast and easy to use,’ said Gayle Troberman, general manager of consumer engagement and advertising at Microsoft. She went on: ‘Think about metaphors and examples we might use, talking about how simple things are. We’ll be evoking the cast of ‘Family Guy’ in some interesting ways that integrate the product messages.'”
Klaassen reports, “The MacFarlane sponsorship is part of a broader deal with the News corp.-owned network through its Fox ONE multiplatform sales group and also includes 20th Century Fox Television, Fox Licensing and Merchandising, Fox Sports, FX, Fox Sports on MSN and Hulu. Another part of the Fox deal has Microsoft working with its licensing division for a 12-week college tour that will let students try out Windows 7 and receive custom content, such as outdoor movie nights hosted by ‘Family Guy’ characters Stewie and Brian.”
Full article here.
Microsoft’s press release, verbatim:
Microsoft and FOX One to Collaborate on Exclusive Windows 7 Brand Sponsorship of “Family Guy Presents: Seth & Alex’s Almost Live Comedy Show” (Working Title)
Windows 7 to enhance viewing experience of original variety show special airing Sunday, Nov. 8, on FOX; broader multiplatform marketing initiative also encompasses 20th Century Fox Television, Fox Licensing and Merchandising, FOX Sports, FX, FOX.com, FOX Sports on MSN, and Hulu assets.
REDMOND, Wash., and LOS ANGELES — Oct. 13, 2009 — Today, Microsoft Corp. and FOX One announced an ambitious, unique marketing collaboration that will showcase the best of Windows 7, the newest version of Microsoft’s operating system that will be available in market on Oct. 22. The cornerstone of the effort is the exclusive Windows 7 sponsorship of an upcoming television event devoted to the comedy of Seth MacFarlane, creator of “Family Guy,” “American Dad” and “The Cleveland Show.”
Taking the idea of “commercial-free” to the next level, the original FOX variety special “Family Guy Presents: Seth & Alex’s Almost Live Comedy Show,” (working title) airing Sunday, Nov. 8, at 8:30 p.m. EST and PST and starring MacFarlane and his “Family Guy” co-star Alex Borstein, will deliver simplicity for viewers — no commercial ad time, no network promotions and no commercial breaks — and instead will feature unique Windows 7-branded programming that blends seamlessly with show content. In a network first, MacFarlane and Borstein have teamed with Windows and their agencies, Universal McCann and Crispin, Porter + Bogusky, to develop, write and produce the customized branded integrations that seek to bring the old “Texaco Star Theater”-style sponsorships into the 21st century. The half-hour special will highlight the comedy duo’s subversive and unique humor with original animation, live-action performances of “Family Guy’s” most memorable musical numbers, comedy sketches and surprise celebrity guests. That night, FOX turns the reins over to MacFarlane for an all-MacFarlane lineup as he also hosts all-new episodes of his signature animated series.
While the way people watch TV has evolved, their desire to be entertained, and marketers’ need to deliver compelling content, hasn’t changed. Microsoft and FOX are joining forces to showcase how the power and simplicity of Windows 7 can enhance the content FOX viewers enjoy most, whether it’s comedy, drama, sports or reality programming on TV or on the Web.
“We’re working with FOX on innovative brand integrations that will show how the power and simplicity of Windows 7 can enhance the content FOX viewers love,” said Gayle Troberman, general manager of consumer engagement and advertising at Microsoft. “We have simplified the PC with Windows 7, and together with FOX, we’re simplifying entertainment.”
“We’re thrilled to be joining forces with Windows 7 on such an exciting, highly collaborative marketing campaign featuring the very unique talents of Seth MacFarlane as he overhauls the old Hollywood tradition of the sponsored variety show by marrying Windows 7 messaging with content,” said Jean Rossi, president of FOX One and executive vice president of Sales for FOX. “By partnering with 20th Century Fox Television, Fox Licensing and Merchandising, FOX Sports, FX, FOX Sports on MSN and Hulu, we have developed a complementary initiative that goes well beyond the screen with customized assets that connect consumers with Windows 7.”
In addition to sponsorship of the variety show special, Microsoft and Fox Licensing and Merchandising are working together to reach more than 4.3 million college students in person on campuses across the country. The joint 12-week college tour gives students the chance to try Windows 7 for themselves and enjoy customized entertainment created by Fox Licensing and Merchandising such as outdoor movie nights hosted by “Family Guy’s” Stewie and Brian, online videos, and other customized “Family Guy” content.
Microsoft and FOX One will roll out marketing collaboration efforts with a variety of FOX One properties including 20th Century Fox Television, FOX Sports, FX, FOX.com, FOX Sports on MSN and Hulu.
Source: Microsoft
MacDailyNews Take: (while Peter is changing Stewie) Stewie: “No, you idiot. That’s not a Baby Ruth, that’s Windows 7. (Peter stares for a full minute in silence then Stewie begins to urinate) Stewie: “Ahhhhh! The ‘wow’ starts now.”
Direct link via YouTube here.
Considering that they parody real life, Win 7 should be a perfect joke to fit right in.
What a shame… I USED to like Family Guy.
Microsoft must pull all the stops here, and their ad agency is trying their best.
The worst thing is, regardless of how much money they spend on this show, and how deeply they embed Windows 7 messages, the moment the first 30-second “I’m a Mac, I’m a PC” ad airs after this show (for example, the day after, during Monday Night Football, or something similar in prime time), it will wipe out any possible fuzzy feeling the viewer may have gained for Windows 7 and remind them how Macs are better.
I have no doubt, there will be an appropriate counter-ad from the long-running series by TBWA/Chiat/Day.
Who knew? Seth McFarlane you whore.
Ballmer: Why do I feel like I just paid Seth MacFarlane to make fun of me for an hour?
This can go one of three ways
1. Family guy will jump the shark
2. It will not live up to microsofts expectations
3. Seth won’t follow thru and will actually make fun of windows
what are u hoping for?
I think it’s ironic they chose Seth MACfarlane to do the ad.
This sounds like a bad idea for MSFT in so many ways. If it was just program sponsorship like soap operas that would be one thing. But I could see this quickly turning into a silly show of product placement.
I really feel sad for the ineptness of MSFT.
Desperation. Desperation. Desperation.
Oh no! Peter Griffin is no longer my role model. 🙁
The success of this will depend on how much input Microsoft will have during the writing of script. People from Crispin, Porter & Bogusky aren’t stupid and would probably know how much is too much, and would likely get a reasonable amount of placement into the show without turning it into the famous “Windows 7 Launch Party” infomercial. However, if someone, ANYONE from MS is contractually required to approve the final draft of that script, then I’m getting popcorn and planting myself in front of TV on that Sunday for some hilarious entertainment, and make no mistake, we won’t be laughing WITH Microsoft; we’ll be laughing AT them.
‘You’ll see us deeply integrated into the content … you’ll hear a lot about how Windows 7 can help you simplify your PC — it’s simple, fast and easy to use,’ said Gayle Troberman, general manager of consumer engagement and advertising at Microsoft. She went on: ‘Think about metaphors and examples we might use, talking about how simple things are. We’ll be evoking the cast of ‘Family Guy’ in some interesting ways that integrate the product messages.’
…and already I can see exactly how Microsoft is going to suck any kind of fun out of the proceedings. Perhaps Family Guy will be having a Windows 7 house party? Or maybe it’ll just have more of the aimless weirdness which characterized the Gates/Seinfeld ads?
Either way, Microsoft’s remaining money is clearly burning a hole in their pockets – better spend it in some spectacularly silly ways before it’s gone!
I can see this going very well for Microsoft. Family Guy, and its stars, are well known and liked. The production group is also talented enough to make the MS sponsorship an entertaining part of the show. They will probably poke some self-deprecating humor at Microsoft to defuse some of the negatives the company has accrued this decade. The more brutal the characters are, the braver and bolder MS looks for sponsoring the show, plus they may even come out of it looking like the new “underdog”. And everyone loves to see the underdog win.
…I kinda like the ‘Almost Live’ part: surely, you wouldn’t want to risk to do something like that, with Win 7 (or any version of Win for that matter) live: how would you integrate the inevitable restart / reboot, or even the occasional BSoD??
No, it has to be Almost Live, to edit those parts out…
Who cares. Family Guy is a cheap ripoff of The Simpsons anyway.
Jump that shark Seth.
I seem to remember a bit in Family Guy where Lois’ dad walks up to Bill Gates and asks him a question about his Zune. Bill gets all excited and then the dad says something like ‘Oh, wait. I have an iPod. Like everybody else on the planet!’ and watches as Bill gets flustered and angry.
It’s interesting that on the same page Crispin, Porter & Bogusky profiles its Microsoft effort, it also has these links:
http://www.eweek.com/c/a/IT-Infrastructure/10-ways-for-Apples-Mac-OS-X-to-Capitalize-on-Windows-7-155892/
http://www.lockergnome.com/theoracle/2009/10/13/a-big-difference-between-microsoft-and-apple/
http://digitaldaily.allthingsd.com/20091014/microsoft-fox-team-up-to-create-worst-episode-of-family-guy-ever/
Two words:
Train. Wreck.
Well, since you see iPhones and Macs all over TV and movies, I can see how Microsoft want’s to get in by buying it’s way in.
Neat-o! This should be great! I hope the show is just like Sonny and Cher, or Donny and Marie Osmond! This will be so hip with the kids!
But seriously, the night after this airs, I see this producing a full 5 minutes worth of material for Craig Ferguson and David Letterman.
“Microsoft once again unsuccessfully tries to be cool. Hilarity ensues!”
“People from Crispin, Porter & Bogusky aren’t stupid…”
I think I would need proof of that. This is the agency that came up with the creepy Burger King mascot/stalker, and the Gates-Seinfeld fiasco.
I suspect that “Windows 7-branded programming” will actually mean simply making fun of Apple throughout the entire episode.
Later, there’ll be lots of evidence posted about how Seth MacFarlane and Alex Borstein, and the entire Family Guy Crew and all the writers use Macs exclusively.
But that will be interesting trivia only to us more erudite Apple fans.
And as a result of this show’s effect on mindset, one more future switcher will delay the act, and purchase one last Vaio from Best Buy.
But the tide is relentless.
A quick google search came up with this website.
http://www.edibleapple.com/family-guy-creator-seth-mcfarlane-loves-his-imac
I wonder how long he will love his iMac.
I don’t understand the psychology behind this effort. People “like” The Family Guy because it allows them to feel superior to … just about all of them. OK, maybe not The Mom … but SO many guys are SO conflicted over their own “Mom”s and their own beliefs that those attractive “not-a-guy”s out there MUST be no more than toys … etc., etc., yadda-yadda … this has GOT to go oh so very wrong. About the only thing Peter has going for him is his relationship with Lois! Exactly what most guys are most fearful of … most guys who would find merit in Windows, at least. (we are such a messed up group, under all our macho bluster)
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