14 DAY TRIAL // In mid-September 2008, Microsoft launched what it referred to as a major Windows consumer initiative, built around a $300 million marketing campaign put together by ad agency Crispin, Porter + Bogusky. As an integral part of the initiative, Microsoft launched three I'm a PC videos, namely Pride, Stereotype and Not Alone. And as the campaign is going international, the Redmond giant has redesigned the I'm a PC: Pride video for the United Kingdom. As you will see via the video embedded at the bottom of this article, the original I'm a PC: Pride video was tweaked a tad, but sufficiently enough to deserve a second ad.
Of course that the “I'm a PC and i sell fish” end line is still there, but the new ad has a few touches that make it UK-specific. Of course that the ad is not the only aspect of the new campaign designed to increase the strength of the Windows brand. Microsoft UK has also overhauled the Windows UK hotspot, delivering a design similar to the U.S. version of the website dedicated to the company's Windows client.
“The project that has been keeping me very busy recently has been the launch of the Windows site in the UK which we rolled out in conjunction with the UK version of I’m a PC campaign, which you will have spotted if you watch the X Factor on Saturday,” revealed Microsoft's Rob Margel.
While the campaign is essentially the same both in the US and over the pond, with the same I'm a PC and Windows: Life without Walls slogans, the UK variants do come with their own flavor and specific content.
“A billion strong,” reads the welcoming message on the UK version of the Windows website. “If you are a PC, you're part of something big. A chance to connect across countries, cultures and technological chasms. A PC is not a stereotype. You belong to one of the planet's most diverse communities. With infinite possibilities.”