When was the last time you shopped for a PC? For many people, smartphones, tablets, and devices such as Chromebooks have usurped the role PCs traditionally played in our digital lives. So, PC makers including Dell, HP, Lenovo, Intel and Microsoft are collaborating for the first time on a joint ad campaign to tout what they call “unprecedented, substantive innovation in the PC category.”

The ads, which will not promote specific products, will use the slogan, “PC does what?” Some reports compare the campaign to similar ones by the beef and diary industries.

Among other things, the $70 million ad campaign will point to the innovations in the PC industry, from longer lasting batteries, slimmer profiles, higher resolution, better graphics, facial recognition, and responsiveness.

“Collectively, we have made so many innovative strides that the ‘everyday’ PC experience that people have come to expect has changed profoundly,” said David Roman, chief marketing officer, Lenovo, said in a statement. “We are talking revolution, not evolution, to such an extent that we stand unified in our commitment to educate and excite the market. In particular, the U.S. and China are the No. 1 and No. 2 PC markets in the world, and we believe that there are millions of consumers in these markets who will be interested in what today’s PC can do.”

The campaign’s five TV spots each highlight different features. The campaign uses native advertising to create storylines through editorial and video that will show, share and personalize PC experiences in a relatable way.

The joint campaign is designed to complement each company’s respective fourth quarter marketing efforts and will conclude on Nov. 30.