Microsoft and Intel are partnering with PC manufacturers Dell, HP, and Lenovo to create an advertising campaign intended to jolt a dying PC market back to life.

As more people embrace the mobile lifestyle, PC makers face dwindling sales. Global PC shipments hit almost 71 million units in the third quarter of 2015, reports research firm IDC, a 10.8% tumble from the third quarter of 2014.

This problem is too big for one company, as indicated in the recent camaraderie among competitors. The goal of their new ad campaign, entitled "PC Does What?" is to spotlight the relevance and capabilities of modern PCs amidst the growing popularity of smartphones.

It's no secret the five biggest names in the PC market want to boost sales, but this level of collaboration is unprecedented for the industry.

AP reports that all five partners will split the cost of their $70 million ad campaign, which includes online ads and TV commercials across major networks. "PC Does What?" is launching Oct. 19 and will run for six weeks in the US and China.

Their campaign will largely rely on "native ads," otherwise known as "advertorial." The term is used to describe content that is created to look less like a traditional advertisement and more like a blog post or news article.

"PC Does What?" targets people who haven't bought new PCs in about four to five years, reported tech industry analyst Patrick Moorhead, who hosted a Thursday webinar among marketing leaders from each participating company. This reach could give the campaign an audience of about 400 million people.

"We want to let them know how much better today's PCs are than the PCs they're using," said Intel CMO Steven Fund during the presentation.

Most people have PCs, but see little reason to upgrade. Why invest in a new laptop when you can carry a premium smartphone around in your pocket? Microsoft, Intel, Dell, Lenovo, and HP are on a mission to show consumers the benefits of upgrading their outdated machines.