• Ad Age, Wednesday, October 29, 2008 11:45 AM

The latest iteration of Microsoft's "I'm a PC" campaign has a new star: you. New ads featuring user-generated videos of people declaring "I'm a PC" have hit the airwaves, and more are to come. Anyone is invited to visit Microsoft.com and upload their videos for inclusion in future ads.

The user-generated bid is the latest phase of a $300 million campaign from MDC's Crispin Porter & Bogusky, which is largely focused on responding to Apple's hugely popular spots featuring an uptight, nerdy John Hodgman declaring "I'm a PC." The campaign originally featured Jerry Seinfeld and Bill Gates in bizarre vignettes, and then transitioned to commercials in which people from all walks of life declare "I'm a PC."

This newest phase continues that theme, as consumers are invited to declare "I'm a PC" followed by whatever makes them unique. Submissions being used in ads so far include "I'm a PC and I like the slimming effect of a purple striped shirt," and "I'm a PC and I eat pancakes."

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