'PC Does What?' Computer Titans Take Stand Vs. The Mac

• Intel Corporation INTC, Microsoft Corporation MSFT, Lenovo and Dell have joined forces to launch an advertising campaign.
• The ad campaign will feature a new slogan: "PC Does What?" and will be launched to support sales of Windows 10 devices.
• Market research firm IDC reported a 10.8 percent year-over-year plunge in PC shipments during the third quarter.

Intel, Microsoft, Lenovo and Dell have all joined forces to launch an advertising campaign to showcase new features available on Windows 10 devices.

The ad campaign will feature the slogan "PC Does What?" and showcase new products being released by hardware manufacturers that contain Intel's new sixth generation chips. The campaign may be necessary to spur PC and tablet sales following a report by IDC that the PC market saw its shipments plunge by 10.8 percent year-over-year in the third quarter.

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"While PC shipments will be hampered in the short run by the availability of a free upgrade to Windows 10, the improved PC experience across user segments should drive longer-term demand for new PC hardware that is expected help stabilize the market in 2016 and beyond," Jay Chou, research manager at IDC Worldwide PC Tracker, said in a note earlier this month, according to CNBC.

Meanwhile, advertising experts are far from impressed. According to Digiday, David Eastman, managing partner at MCD Partners, said that the partnership between the industry titans feels "desperate" and "campaigns in which multiple competitive brands with common vested interests come together rarely succeed."

Ted Florea, an ad expect at PNYC offered a different take, suggesting that the PC markets are admitting defeat against Apple Inc. AAPL. In addition, the "PC Does What?" tagline may be confusing to the end user. He added: "not knowing what a PC does is a failure of all the players involved to stay relevant."

The advertising campaign will officially launch on October 19 for nearly a full month and will run across online, TV, and social media sites.