It’s easy to breeze past commercials when you’re watching TV. I’ve got a TiVo at home and it’s a rare thing these days to catch me ever sitting through an ad when I can simply sift through it with the click of button. Boy am I glad I didn’t miss out on this one.

With the release of Windows 10 just about a week away, Microsoft is launching its marketing campaign to push its first-year-free fresh OS unto the world. With taglines like, “The future starts now” and “A more human way to do,” MSFT is building a brand that highlights Win10’s new feature set and its focus on user accessibility.

The spot stars a number of the world’s cutest babies from all walks of life. “Imagine, these kids won’t have to remember passwords, or obsess about security. For them, every screen is meant to be touched,” says the voiceover. Essentially, Microsoft is saying that Windows 10 will transform the way we interact with our PCs today and it’s future-proof for the kids of tomorrow. ALSO HOW CUTE IS THAT WINDOW BABY!?

With Windows Hello, remembering login passwords is a thing of the past; built-in webcams will scan your smiley face and you’re in. Internet Explorer’s more secure and leaner successor Microsoft Edge allows you to draw directly on web pages and share with others. Cortana, Windows Phone’s personal assistant, is coming to the desktop and she’s there to answer your questions and learn your preferences. And course, the company’s pushing familiarity here. Gone is the “Metro” Live Tile interface; the classic desktop from Windows 7 is back with a modernized touch–helpful Live Tiles now live inside the Start Menu.

Windows 10 begins its rollout on July 29, starting with Windows Insiders (those that beta-tested the OS) and then getting to reservations. If you’re a Windows 7 or 8.1 user, Win10 is offered to you as a free upgrade for the first year of its existence. To learn how to reserve a copy, click here.

[Via Microsoft]