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Microsoft revives 'I'm a PC' ads--sans Macs

Microsoft releases new ads in its fabled "I'm a PC" campaign, which originally pushed price. Now, the company is trying to persuade existing PC users to upgrade. There is no hint of Apple.

You remember Microsoft's Laptop Hunters, don't you?

They were the average folks in Microsoft ads who, two years ago, preferred not to spend so much money on a Mac and instead bought shiny new PCs at Best Buy.

The first was called Lauren (she worried, sarcastically, that she wasn't cool enough to have a Mac), but now you should meet Julie.

That's because Microsoft has revived the campaign and, this time, steered clear of Mac comparisons. Instead, it is mining all those consumers who have had their PCs for a few years, just like Julie.

It's time they upgraded to a better PC life.

Quite right, too.

Julie looks miserable without a new PC. It's just that she doesn't know it. In fact, she says: "I don't feel there's something better than what I've got now."

Oh, Julie. Denial can be painful. Don't you understand capitalism? Capitalism is always about making newer products so that people feel better about themselves and worse about how much money they have left.

So, with the help of her manlover, Microsoft remodels her house and turns it into a PC store. Naturally, it is a very nice and tasteful PC store, full of nice and tasteful PCs. But it is not Best Buy, and there is not one sign of a Mac to which Julie could compare the PCs.

She is quickly persuaded. There are, for example, no towers anymore.

Julie admits she's wrong. She adds that she will kill her manlover. Perhaps there's also a better man out there than her current model.

Love isn't easy. But surely it can't be that hard to love a new PC. You just have to know that you want one and let Microsoft build you a store.