Are you cool enough to own a Mac? Apple has marketed the Macintosh computer as a hip, cool machine designed for stylish people who like to have fun. Just look at the dozens of “I’m a Mac/I’m a PC” ads that claim Mac computers are more fun, reliable and timely than their PC counterparts. Honestly, would you rather be Justin Long (the Mac) or John Hodgman (the PC)?

For years, Microsoft’s response was nonexistent — the company chose to ignore the attacks from Apple. Why shouldn’t it? PC computers dominate the market. More people and businesses use Windows than any other operating system. Microsoft chose to focus on other concerns.

Then things changed. Apple began to make some real progress in the PC market. There are still far more Windows machines than Mac machines in the wild, but the numbers began to shift. The Apple iPhone was a huge hit, and soon Apple began to attract a new generation of devotees. If the phone was such a great product, what about the computers?

On top of Apple’s new foothold on the market, Microsoft suffered some image problems thanks to Windows Vista. The operating system shipped with some flaws that upset some customers and tech journalists. While Microsoft addressed most of those flaws in subsequent patches, the damage was done: People saw Vista as an inferior product.

That’s when Microsoft switched gears and started a new ad campaign. It didn’t begin smoothly — the first two ads featured Jerry Seinfeld, Bill Gates and a stream-of-consciousness approach that seemed to advertise nothing at all. Then came the “I’m a PC” ads, which showcased how people from all walks of life used PCs. There was even a version with a John Hodgman lookalike, a direct jab at Mac for their ads.

Now Microsoft has a new ad that leverages Apple’s own image against the company. The ad features a woman who is trying to buy a computer for less than $1,000. First she goes to the “Mac store” only to find that her choice is limited to a single laptop with a 13-inch screen for that price point. Then she goes shopping for a PC and discovers that her budget allows for a much wider selection. Microsoft seems to be saying that PCs can be functional and affordable (as well as stylish), which in this economy might be more important than being cool. According to Dan Richman of MSNBC, Apple may have a very tough time in the PC market while the economy is on the rocks — it’s the perfect time for Microsoft to strike back.

Watch the ad and judge for yourself. Is it effective?

Read more about operating systems, PCs and Microsoft at HowStuffWorks.com:

How Operating Systems Work
How PCs Work
How Microsoft Works