• by Steve McClellan  @mp_mcclellan, July 20, 2015

McCann’s ad campaign for the new Windows 10 operating system — called “A More Human Way To Do” — bows today in the U.S. with a rollout to the UK, France, Germany, Japan and Australia set for July 29. 

More specifically, m:united, McCann’s “bespoke” agency for Microsoft, is handling the work, which includes broadcast, online video, banners, social, outdoor and other media. Ads are voiced by the actor Ethan Hawke. 

The campaign was filmed in various parts of the world to capture “true human moments” across an array of different cultures (Morocco, Iceland, Thailand and Namibia are among the filming sites). 

According to the agency, the basic idea is that Windows 10 “wasn’t designed to power devices, it was designed to empower human beings.” The ads, in turn, are “stories about the people who will be served.” 

One of the Hawke-narrated spots depicts a gaggle of cute-looking toddlers in a variety of cultural settings as the actor intones: “Imagine, these kids won’t have to remember passwords or obsess about security. For them every screen is meant to be touched.” The ad goes on to talk about how Web pages are intended to be “scribbled on and shared,” while today’s children will expect their devices to “talk, sing and tell funny jokes,” among other things.

It ends with the tag line: “Windows 10, a more human way to do.”