In a move that reeks of desperation, some of the biggest names in the PC market have joined forces to launch an ad campaign that’s supposed to drive more people to buy PCs. Dell, HP, Intel, Lenovo, and Microsoft have come together for the first time ever in order to highlight how important PCs are, and convince people in China and the United States that they should be buying them. 

Dell, HP, Intel, Lenovo and Microsoft are collaborating for the first time on a joint advertising campaign that showcases the exciting innovation in today’s newest personal computers (PCs). The combination of Intel’s best processors ever – 6th Generation Intel® Core™ processors – Microsoft’s latest Windows operating system – Windows 10 – and some of the thinnest and most innovative designs ever from Dell, HP and Lenovo was the driving force for these companies to align around an aspirational and educational message for the PC category. The six-week campaign, which begins Oct. 19 in the United States and China, highlights the significant innovation in today’s PCs, prompting consumers to ask “PC Does What?” and inspiring them to question whether their current PC can do the same. The integrated campaign will run across TV, digital and social elements, complemented by native advertising, to reinforce the advanced capabilities of the modern PC.