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I can't see where they are trying to go with this.
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I'm thinking that
The Adventures of Bill and Jerry series of ads may begin to make more sense as we see more of them, as though 10-12 of them may add up to the equivalent of an old Seinfeld episode. The first several minutes of a sitcom can be dull until things start to tie together. Especially if it doesn't always just go for the quick cheap laugh like on the old Seinfeld show. I'm not saying the old show was intellectual or anything, just that many of the gags were a lot more complex and took longer to develop than on your average sitcom.
Well, maybe that's just wishful thinking on my part. If it's Bill directing the creative work we may be seeing the Microsoft version of advertising hell. Poor Jerry, well at least now he'll be able to buy another fleet of Porsches and a Gulfstream or two, maybe a gentleman's cattle ranch in the Hamptons...