The Crispin Porter + Bogusky-designed campaign forms part of Microsoft's multi-million dollar, global marketing drive. It celebrates a diverse range of PC users across the UK, "positioning Windows as the glue that unites consumers across their work and personal lives - on any device, whether PC or mobile".
John Curran, Windows business lead, Microsoft UK, said, "We're in exciting times for Windows. The first stage of this 'Windows Real PC' campaign is deliberately designed to address the misconceptions that our competitors have built around PC users.
"With nearly 1bn users and 90% of the PC market globally, we're celebrating the rich diversity of Windows users and the extraordinary connectedness they all enjoy."
A core element of the Windows Real PC campaign is to "give PC users a public forum to share their uniqueness and diversity".
Microsoft is inviting UK consumers to join in the campaign and share their own "I'm a PC" moments by uploading them to windows.co.uk, or by recording messages in a video pod that is touring the UK throughout October and November.
People who upload a photo or video "may even have the opportunity to appear in online, TV and outdoor ads", said Redmond.