The general consensus after the commercial was released online was: what are they thinking?, this commercial makes no sense, they don't even mention the product.
Initially, I thought it was a terrible ad, but I have taken a more optimistic view.
I think Microsoft wanted to get people talking. They wanted to create a buzz around the much hyped commercials. By releasing a commercial that comes off as completely irrelevant, they have sparked a discussion among people.
Deep down, I think Microsoft and Crispin+Porter have a bigger plan for Microsoft than churros and leather shoes. The first stage was to get the discussion going, the next stage will be to engage the product.
Collectively, the commercial has racked up over 1 million views and millions of dollars of free publicity. At least the coverage of the ad hasn't been lacking...
