After the prolonged beating from Apple’s cheeky “I’m a PC” commercials, Microsoft is fighting back with their own version of “I’m a PC” that directly plays off of Apple’s advertisements in a very effective way.

The kick off ad, called “Pride”, has a John Hogeman (PC actor from the Apple Campaign) lookalike, Bill Gates, actress Eva Longoria Parker and her basketball star husband, Tony Parker, musician Pharell Williams and author Deepak Chopra, who all declare “I’m a PC”.

Combined with the star power are cuts of ‘real people’ who use Microsoft computers in their daily, personal and professional lives, from fashion designers and executives to hunters and fish mongers, all of them are claiming: “I’m a PC”.

The spot closes on the brand’s newly developed new tagline, “Windows. Life without walls,” which hopes to reflect Microsoft’s passion: to connect people to each other and the devices they use.

Microsoft will extend the “Life Without Walls” campaign to other forms of advertisement including billboards, airports, magazines and television.

The $300 million dollar brand building campaign was developed by ‘fix it’ ad agency, Crispin, Porter and Bogusky who seem to have embraced Apple’s commercials and turned them to Microsoft’s advantage.

What really breaths life into this campaign the use of user-generated content. Visitors to the campaign website can upload video clips and photographs to show how they  are PCs. Microsoft plans to choose some of the submitted content to incorporate in their ad campaign with selected images to appear as banner ads and on electronic signs in Times Square from September 19 to October 13.

The Life Without Walls website is moderated by ICUC Moderation Services, parent of snoo.ws and one of the leading providers of digital content moderation services and community management.