Microsoft Is Switching Agencies for Zune. Batter up: Crispin Porter + Bogusky

After creating the critically panned ads starring Bill Gates and Jerry Seinfeld, as well as the subsequent, and just as critically panned "I'm a PC" campaign, Crispin Porter + Bogusky has been handed the...ahem, critically panned Zune advertising business.

Microsoft spends about $40 million on ads supporting its Zune music player, which has struggled to find an audience.

A friend recently joked at the lack of Zune adoption this way: "Someone on the train this morning had a Zune. I wasn't aware they existed anywhere besides store shelves."

Crispin will handle a holiday Zune push set to break in the next few weeks, said Adam Sohn, the brand's director of marketing.

From Adweek: "They have a lot of credibility working with upstart challenger brands, and in the MP3 space that's what we are," battling Apple's far more popular iPod, he said.