MICROSOFT REAL PC

Two years after MAC’s relentless bludgeoning of PCs began, a response finally emerged. But, surprisingly, the PC “brand” actually belonged to a diverse collective of people who take great pride in the amazing (but always real) things they do with their PCs. They weren’t so much asked as unleashed, to set the record straight. Real PC users filled broadcast TV spots as well as installations in Times Square, station dominations, web documentaries and a flood of submissions to windows.com. The cultural conversation suddenly changed: From human metaphors representing software to the kind of humans that make PCs work.

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