After about two years of tolerating Apple’s aggressive add campaign, Microsoft apparently changed its advertising strategy.

The first sign of this change was the partnership with comedian Jerry Seinfeld. The ads featuring the famous comedian and Microsoft head Bill Gates were short-lived and didn’t have a big impact, and the software giant acknowledged it. However, it seems that the Seinfeld-Gates ads were just a short phase of the whole new advertising strategy.

Microsoft recently ended the two-week collaboration with Seinfeld as it entered its new phase of the ad strategy. The company finally realized that it must fight fire with fire and this is exactly what it is doing now.

During the past two years, Apple’s advertising campaign has focused on portraying Microsoft’s clients as geeks compared to its own young and hip buyers.

To fight that, Microsoft’s new ads are now focusing on variety. Characters such as a shark-cage diver, a fashion designer some celebs and some of the company’s employees are now featured in the new ads. All of them declare loud and proud:

“I’m a PC.”

"Our competition would have you think that PCs aren't interesting and interesting people don't use them," Microsoft's general manager of brand and marketing strategy, David Webster, told reporters.

The main goal of Microsoft’s new ad campaign is to reestablish its image or, as Webster put it, to "take back the PC brand and tell the truth about it."