HP, Dell and Lenovo to link arms in TV campaign

Warring trio to put differences aside in 'PC Does What?' campaign, according to report

In an apparent first, HP, Dell and Lenovo are putting aside their differences and linking arms in a unified advertising campaign designed to reinvigorate PC sales, according to Re/Code.

The trio are joining forces with Intel and Microsoft in a TV, print and online advertising campaign that will launch today with the slogan "PC Does What?", the report said. It will apparently run in the US and China only.

The PC market endured a woeful Q3, with IDC and Gartner figures showing unit sales dropped by 10.8 and 7.7 per cent respectively.

Re/Code said this is the first time the three foes have broken from the norm of working with Intel and Microsoft on an individual basis and linked arms for a unified campaign, which is designed to raise awareness of all the things a modern PC can do.

As per usual, Intel and Microsoft are ponying up the bulk of the funds, with Dell, Lenovo and HP - who now own a combined 55 per cent of the market, according to IDC - also chipping in, the report said.