Microsoft on Thursday will segue into the next phase of a $300 million advertising campaign with an “audacious embrace” of the derisive “I’m a PC” label slapped upon its image by rival Apple, according to the New York Times.

The newspaper, which appears to have been briefed on the matter, says the new string of ads will mark a stark departure from the offbeat teaser skits featuring Bill Gates and Jerry Seinfeld that dominated the initial phase of the campaign, and which were met with mixed reviews.

“One new Microsoft commercial even begins with a company engineer who resembles John Hodgman, the comedian portraying the loser PC character in the Apple campaign,” according to the Times. “‘Hello, I’m a PC,’ the engineer says, echoing Mr. Hodgman’s recurring line, ‘and I’ve been made into a stereotype.’”

Read more here: AppleInsider | Microsoft to spoof Hodgman in new “I’m a PC” television ads