In a major and unexpected move, several software and PC companies are coming to together for a joint marketing campaign pushing Windows 10.

TechTimes reports that Microsoft, Intel, Lonovo, HP and Dell are joining forces to promote their new Windows 10 PCs. Using the slogan, "PC Does What?" the advertisements will seek to amaze consumers with what modern age PCs are capable of. 

According to Re/code, the new marketing effort will be announced on Thursday, Oct. 16, and will run in the U.S. and China. It will feature advertisements for print, television and the web.

This announcement is unprecedented, given the PC industry's history in advertising. Microsoft and Intel have traditionally done marketing with PC companies on an individual basis.

The PC industry has suffered as of late due to competition with Apple's computers, as well as mobile devices such as smartphones and tablets. IDC predicts PC sales could fall by more than 8 percent, continuing to drop until 2017.

Many PC owners have computers that are outdated. Re/code notes Intel has said "when it launched its newest chip family that there are 500 million PCs out there that are five years old or older."

The budget remains undisclosed, but it is likely that all five companies will put in for what this enormous venture.

"Intel and Microsoft are providing the bulk of the funds for this effort, but Dell, Lenovo and HP are also kicking in ad dollars," Re/code said. "Sources declined to say just how much is being spent, but one described it as a 'sizable' campaign, commensurate with promoting a $300 billion per year industry."

It's likely that this campaign is also an attempt by Microsoft to soften relations with PC companies that may feel slighted by Microsoft's new Surface line. The Surface Book is being pushed an alternative to traditional home computers, being labeled "the ultimate laptop."