A large amount of creativity and forethought went into those two ads. It’s not just that I never ‘got’ Seinfeld, I dislike all American live-action TV comedy. I find it boring and unfunny. (I haven’t seen Pete & Pete.) American animated comedy, however, is often marvellous. It typically has none of the cultural constraints of its live-action counterpart and exists in its own surreal world. The Seinfeld-led ads were more like that: A couple of famous people out of place, with a feeling that anything could happen next. The ads needed to elicit a response from me and from everyone else with an Internet connection across the world. Advertising Marmite.

The New Family ad had an entire sitcom episode, if not a series, in four minutes and thirty seconds. Genius. The new adverts are embarrassing. Microsoft might as well put up the words “Microsoft: We copy Apple” for thirty seconds and leave it at that. Plus, zero forethought. I’m a PC: Not Alone… pissy, pissy, pissy.