Microsoft has unveiled its last-minute marketing push for the soon-to-be ubiquitous OS, including five new ads featuring children from the US, Morocco, Thailand, Iceland and the UK stumbling, giggling and burbling at the news they will “grow up with Windows 10”.
The concept revolves around the fact that Microsoft will not be replacing Windows 10 any time soon; instead of major new releases, it will instead focus on improving and growing Windows 10 over time, on the same model that Apple has used for OS X since its initial release more than 14 years ago.
It gets creepier when Microsoft introduces its personal assistant Cortana, by saying that the glowing blue orb will “learn all about” a baby pictured on screen bouncing surrounded by toys.
The ads are just the latest attempt by companies including Airbnb and Evian to use the mysterious power or cute babies to sell just-barely-related products to adults, to various degrees of ghoulish weirdness. They also follow Apple’s decision to turn its iPhone campaign into what amounts to a series of gorgeous, but seemingly random photos taken with its devices, but not showing the actual product once.
Windows 10 is available as a free upgrade or a paid purchase on 29 July. Mobile and Xbox One versions will follow later in 2015.
