On Thursday August 21, the Wall Street Journal reported that Microsoft would pay Jerry Seinfeld $10 million to appear in its advertising. Critics asked: Is Seinfeld really the best way to create a younger, hipper image for the brand? He's pretty old for that.

Exactly two weeks later (which Webster says was not planned), the first head-scratching commercial featuring Seinfeld and Microsoft chairman Bill Gates hit the airwaves. They were shopping for shoes.

Critic wondered: What's the point? No, seriously. What's the point?

Then on the Thursday, September 11, it happened again. Microsoft launched more strange, lengthy commercials featuring the two middle-aged rich guys awkwardly interacting with "real people."

Critics thought: Okay, we get it. Microsoft is trying to reconnect with consumers. But, geez, is this really the best way to do it? Does Microsoft know what it's doing?

And now seven days later, Microsoft is launching a new campaign without Seinfeld. The entertaining story line is out, succeeded by ads that speak directly to Apple's popular and successful campaign that paints PC users as dull and Microsoft products as shoddy.

So, is this an embarrassing and humiliating public mistake for the brand and the ad agency? Or has the company met its goal of getting people talking? The latter, Webster insists. "The Jerry role in this very much was conversation," he says.

But really only Crispin and Microsoft know for sure.

A few voices from the ad industry weigh in trying to make sense of the situation.

Rick Boyko, director of the Virginia Commonwealth University Brandcenter, says it's not inconceivable that the campaign really was planned this way.

"There's a good chance that they always intended to evolve this campaign," Boyko says. "It's pretty much a head-scratching that gets people talking, so then you move on and you evolve to a broader sense of Bill Gates getting involved with more people, that demonstrates the bigness of the brand."

Others, however, are skeptical, to say the least.

"I think no one got the ads, and they're pulling the spots," says Lisa Colantuono, a managing partner with advertising consultancy AAR Partners. "If I know C.P.B., they will turn it into a P.R. guerilla stunt, and it will work out in their favor.

"They're known for doing 'creatively different' work, which is also part of the plan, since it gets buzz out," Colantuono adds. "The fact is, even though the spots aren't 'working'…maybe they are in a way. Think about it. There's lots of buzz and chat around the spots. And more important, people remember the name of the company!"

That suits Webster just fine. "The greatest fear you have is that people won't notice it, and that it won't break through the clutter," he says of advertising. "I think we can safely check the box on that one."