It presents something enjoyable (here it is assumed that Seinfeld+Gates==Enjoyable) and then presents the branding that they want to be associated with
Anyone who finds this combination of people enjoyable is mentally troubled.
When Seinfeld bounces his sitcom wit off Jason Alexander, we understand that 'George' is a fictional social maladroit and Jason Alexander's skills make the interplay humorous.
Put Seinfeld's gregarious wit directly next to a real-life socially inept character and we have, not comedy, but tragedy.
It's like watching Dad dancing, on stage, next to a breakdance champion.
The message we take away is : Gregarious + awkward = cringeworthy