For the launch of Windows 10, we convinced Microsoft to ditch the feature-focused ads for previous versions of Windows and instead put the spotlight on the human benefit of those features.

As The Verge so eloquently put it: “As Apple’s ads become less focused, Microsoft is borrowing a play from its rival’s book, using a high-level approach to justify why its technology will make our lives—and our kids’ lives—better without bogging viewers down with the “boring” details behind the product.”