"Hello, I'm a PC and I've been made into a stereotype."
So begins Microsoft's ambitious but risky new advertisement, part of a $300 million campaign that will embrace the derisive "I'm a PC" label slapped upon its image by its smaller rival, Apple.
The commercials, which will started airing in the U.S. Thursday and will be seen in the U.K. later in the year, are part of the next phase of the software giant's campaign to revive its tarnished brand.
They follow the quirky teaser ads featuring Microsoft founder Bill Gates and comedian Jerry Seinfeld discussing shoes and whether computers will be edible in the future.
The Seinfeld ads, which started airing just two weeks ago, have received a mixed response. The comedian will not be featured in the next phase of the campaign.
Instead, Microsoft's new ads that will feature a brown-suited company engineer who resembles John Hodgman, the comedian who plays the unfashionable PC character in the "PC vs Mac" ads.
Other ads will include cameo appreances from Gates, as well as celebrities like "Desperate Housewives" actress Eva Longoria, hip-hop star Pharrell Williams and the author Deepak Chopra.