It happened in the “Seinfeld reunion” episode of Curb Your Enthusiasm. The iMac seems to be from the previous generation, not the 16:9 model. Jerry’s classic Mac was only replaced once before, during the last season, with an Apple Macintosh 20th Anniversary.

It wasn’t the only wink to the Cupertino company during that episode, but it certainly was the most significant sign of time change.

I wonder if Jerry’s iMac actually runs Windows (and that sound you heard was the scream of the million Apple fanboys reading these lines). I know. I’m a cruel man. [Macenstein and Edible Apple]

Brand Keys, a market research company, did a direct comparison of Microsoft and Apple ads over the last two months. Aside from the obvious conclusions, Amy Shea, executive VP of Brand Keys, had this to say in reference to the fabled WTF-worthy Gates/Seinfeld clip:

On the other hand, Microsoft’s “Shoe Circus,” in which Mr. Seinfeld helped Mr. Gates buy shoes, failed miserably with consumers. After seeing the ad, both Apple and Microsoft users had a more negative perception of Microsoft in the areas of innovation, technology, trouble-free design, and warranty and pricing. “When you see an ad perform this poorly,” said Amy Shea, the executive vice president at Brand Keys who conducted the research, “you’ve got a real problem.”

Also of note is that Apple’s ad budget continues to be huge, even in an economic climate where advertising is receiving a disparate proportion of budget cuts.

Why not give the ad another play there; depending on your proclivities, it will either be a fun morning laugh or that masochism-lite sensation of poking a mouth sore relentlessly. [NYTimes]

[BLam - I like the ads! Where's the third?!]

What comes next is a parade of everyday PC users–scientists, fashion designers, teachers, and celebrities (like Pharrell!)—who talk about how much they like using computers that run on Microsoft operating systems and software. The vignettes, none of which are online right now, are supposed to be quick and upbeat… probably similar to those old Mac Switch ads?

As a Windows user who was deeply puzzled by what message the Seinfeld + Gates ads were trying to espouse, I’m glad they’re going with a more informative, if conventional, approach. My biggest problem with the “I’m a Mac” ads were that they weren’t, in any sense, grounded in reality. I don’t look like John Hodgman. I use my computer for more than just spreadsheets. It’s nice to see Microsoft’s campaign reflect that. [NYTimes]

The ad aired on September 11 on CBS’ “Big Brother” reality show. It’s funnier than the first and you get to see Jerry clip his toenails and Bill do the robot, but as a Windows user, I’m not quite sure what I’m supposed to think about this. “Looks like Macs aren’t the only thing catering specifically to East and West coast elitists?” [ZDNet]

Anyway, an internal Microsoft memo explaining the ads to employees confirms what most of us suspected as Seinfeld compared PCs to some sort of chocolaty dessert—the first commercial was just an “icebreaker.”

This first set of ads features Bill Gates and comedian Jerry Seinfeld. Think of these ads as an icebreaker to reintroduce Microsoft to viewers in a consumer context. Later this month, as the campaign moves into its next phase, we’ll go much deeper in telling the Windows story and celebrating what it can do for consumers at work, at play and on-the-go. At that time, I’ll be back to share more information about our plans to further strengthen the bond between consumers and Windows-one of the most amazing products, businesses and brands of all time, and, with the right tenacity, passion and agility from all of us, a story that has many great chapters to come.

For the full memo, head on over to the link. [All Things Digital]

They did get Bill Gates to use his mug shot somewhere in the spot (not spoiling it by saying where), but other than that we’re underwhelmed. Here’s what we took away from it: Bill Gates’s jiggling arse is moist and tasty. Don’t ask us now, watch the clip and you’ll see. [Thanks mbaronny!]

Seinfeld will get US$10 million to star in the presumably funny commercials, which is quite a good chunk of cash compared to the low fare that John Hodgman (Mr. PC) and Justin Long (Mr. Please someone slap that guy) must be getting for their long series of TV, internet and print ads. Let’s hope they are better than the Apple ones. Somehow, I feel a connection happening between Jerry and Bill. And perhaps a romantic comedy on the wings. [WSJ]