Microsoft ad targets 'real' technophobes

Microsoft has launched a multimillion pound ad campaign for Windows 7 that features "real people" upgrading their computers.

The 30-second spot, created by Crispin Porter + Bogusky, launched last night on Channel 4 and is part of the brand's 'I'm a PC' campaign.

The campaign will run across TV, radio, print, online, social media.

The ad features a pop-up PC store in the house of Lyndsey Shaw, a Microsoft focus group participant.

Shaw describes herself as computer illiterate and daunted by the thought of upgrading. A Microsoft salesman walks her through a selection of PCs to suit her lifestyle and requirements.

Leila Martine from Microsoft said: "Often it is the fear of the unknown that puts people off upgrading their PC. By tackling the anxieties and apprehensions real people have, we feel that we're reigniting the excitement people feel for their PC and putting it at the heart of the home again."