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Dell, HP, Intel, Lenovo, and Microsoft Unite to Launch Joint Ad Campaign

The “PC Does What?” ad campaign seeks to inspire people to think about personal computing in a whole new way. By ChannelPro

Dell, HP, Intel, Lenovo and Microsoft are collaborating on a joint advertising campaign that aims to “tell the story of personal computing in a way that captures the imagination of what’s possible,” says Antonio Lucio, chief marketing officer at HP.

“People buy integrated devices comprised of an operating system, processor, and form factor,” adds Steven Fund, chief marketing officer, Intel. “With unprecedented, substantive innovation in the PC category, it only made sense for us to tell our story together.”

The combination of Intel’s 6th Generation Intel Core processors, Microsoft’s Windows 10, and some of the thinnest and most innovative designs from Dell, HP, and Lenovo was the driving force for these companies to align around an educational message for the PC category.

PC Does What? is a six-week campaign, which begins Oct. 19 in the United States and China, and highlights the significant advancements in today’s PCs over older systems. Some of these new advanced features include:

  • Wireless flexibility with greater battery power
  • Higher display resolutions, offering up to 30 times better graphics verses a 5-year old system
  • Facial recognition, enabling users to smile and log in without the need to remember a password
  • Tablet-like responsiveness in 2-in-1 PCs that power on instantly serves as the campaign landing page and is designed to give consumers direct links to the interactive information about the various PCs and features showcased throughout the campaign.

“Collectively, we have made so many innovative strides that the ‘everyday’ PC experience that people have come to expect has changed profoundly,” says David Roman, chief marketing officer, Lenovo. “We are talking revolution, not evolution, to such an extent that we stand unified in our commitment to educate and excite the market. In particular, the U.S. and China are the No. 1 and No. 2 PC markets in the world, and we believe that there are millions of consumers in these markets who will be interested in what today’s PC can do.”

The new PCs highlighted in the campaign are currently on the market, with more expected to arrive in time for the holidays.


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