Who’d have thought we’d ever see the day when the likes of Dell, HP and Lenovo would team up on pretty much anything? We certainly didn’t see it coming, but in conjunction with both Microsoft and Intel, these three PC biggies have joined forces to promote the delightfully titled “PC Does Whaaat?!” campaign.

And if this is the first you’ve heard about it, you’re not alone. In a nutshell, the brands involved decided that the time had come to encourage the consumer public in general (and a fair few business types too) to take a second look at the desktop computers and laptops they thought they knew, in order to demonstrate how much things have changed. The campaign was inspired by both the massive advances in hardware over recent years and how the evolution of the standard user-interface has changed the way we use computers almost beyond recognition.

And of course, the fact that Windows 10 started making serious global ground earlier this year represented another important catalyst.

It might seem odd for big rivals like these to collaborate, but apart from their primary goals to outperform one another, they do at least share certain mutual motivation. They all want to shift as many computers as possible and they all want the world to see just how fantastic modern computer technology is – hence the value of putting their heads together and showcasing what’s new.

The campaign does a great job of highlighting the way in which a machine that is even just four years old is practically archaic compared the machines of today.  They talk of how computers these days use approximately 40% less energy than their dated counterparts, saving their buyer’s money and reducing carbon emissions enormously. They also talk about the new standards like laptop battery life of up to two days, machines under 3lbs in weight with 1TB of storage, 2-in-1 devices that replace laptops and tablet PCs, 4K displays and the way in which touchscreens are slowly but surely revolutionising the way computers are used across the board.

On the whole, it is of course a campaign geared toward increasing computer sales, but at the same time does a seriously good job in highlighting just how far things have come in just a few years.

Find out more about the PC Does Whaaat campaign here.