You won't see many Windows 10 features in Microsoft's new TV spot. Instead, you'll see kids from around the world, with a narrator explaining how their lives will be impacted by changing technology.
"Imagine: These kids won't have to remember passwords," the narrator says. "For them, every screen is meant to be touched, and web pages are meant to be scribbled on and shared. They'll expect their devices to listen to them."
The ad, which was uploaded to YouTube on Sunday, also hints at Microsoft's new approach to Windows, which is more like an ever-improving service than a one-time software product.
Near the end, the video does show two new Windows 10 features: Microsoft's personal assistant Cortana and its new browser, Microsoft Edge. Still, the somewhat low-key ad is in line with what the company promised for its Windows 10 campaign: a people-oriented approach.
“We’re celebrating the fans as opposed to having some broad set of spectacles,” Yusuf Mehdi, Microsoft’s corporate VP of Windows device marketing, told Mashable. Mehdi added that we can expect “Less ‘rah-rah’ product features with thumping music" during Windows 10 ads.
The spot is the first TV commercial to accompany the launch of WIndows 10, which becomes available on July 29. In addition to Cortana and Edge, Windows 10 also brings a better search experience, a new Outlook mail client, a new Windows Store and improved app support for a variety of devices, from smartphones and tablets to desktop PCs.
Microsoft also launched several more specific (but still kid-adorned) ads, focusing on Windows 10 security features, Cortana and Edge. The ads will be featured on TV networks globally starting Monday.