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An advertising blitz intended to help Microsoft polish the tarnished brand of its Windows Vista operating system began this week with a head-scratcher of a commercial.

The ad features Jerry Seinfeld flexing some new shoes, Bill Gates adjusting his shorts and no mention of Vista. Microsoft says the ad is meant to get people talking, and that other parts of the marketing campaign will actually get into what its software can do.

But the advertising, which will cost hundreds of millions of dollars over several years, is really just “air cover,” according to Bill Veghte, the Microsoft executive who is responsible for sustaining Windows, probably the most lucrative franchise in history.

For more than a year, Mr. Veghte and his team have been developing ways to transform the experience of buying and using personal computers that run Microsoft software.

Corps of Microsoft engineers, for example, have been dispatched to tweak hardware and software to make Vista PCs faster and less crash-prone. Microsoft has stepped into the world of PC retailers in a way it never has before, offering training and advice — and even paying to put hundreds of “Windows gurus” in stores.

Read more @ nytimes.com