It was inevitable. They even told us it was coming, but I was still somehow surprised to see a Windows 10 ad parading around the Internet this morning. With ten days left until the launch of Microsoft’s next operating system, the first full commercial was shared on the Windows YouTube channel — an attempt to humanize a piece of software.

WINDOWS 10: Yes, you get 10 years of free support with your free upgrade

Rather than take a minimalist approach like Apple or outright attack its competition, Microsoft decided to fill its first commercial with babies.

“Imagine: these kids won’t have to remember passwords or obsess about security,” the ad begins. It’s a compelling point — now that Microsoft has adapted Windows to become more of a service than a product, it won’t be long before the youngest generation gets its hands on Windows 10 devices.

Microsoft is also aware of the issues that consumers had with Windows 8. This ad campaign is Microsoft’s assurance that no one is going to have to worry about dealing with those issues this time around. Of course, it will be months before we can get a full picture of Windows 10, but the early critical reaction from Windows Insiders has been largely positive.

Microsoft also appears to have started a separate video campaign in which it is highlighting the top 10 reasons to upgrade to Windows 10 in the 10 days leading up to launch. The first two videos focus on the familiarity of the software and the addition of Cortana. You can watch these two videos, as well as the commercial, below:

Jacob started covering video games and technology in college as a hobby, but it quickly became clear to him that this was what he wanted to do for a living. He currently resides in New York writing for BGR. His previously published work can be found on TechHive, VentureBeat and Game Rant.