Windows 10 will be released later this month with a theme of “A more human way to do”

SEATTLE — Almost 20 years ago, Microsoft licensed the Rolling Stones song “Start Me Up” to add a dash of rock ‘n’ roll to the release of Windows 95, the product that catapulted the company to a high-water mark of influence in the tech industry. Microsoft‘s tagline for Windows 10, a new version of the operating system that will be released later this month: “A more human way to do.”

That slogan will be part of an advertising campaign for Windows 10 that Microsoft will announce on Monday. The ads will start appearing online and on television July 20 in the United States and outside the country on July 29, which is when Windows 10 becomes available for downloading to the first wave of consumers.

It’s clear the introduction of Windows 10 is going to be more low key than that for Windows 95. The technology industry is a much bigger, more diverse business than it was 20 years ago and the PC is just one of many devices. The release of a new Windows operating system isn’t the kind of cultural event that piles of marketing dollars can will into existence anymore. For Windows 95, Microsoft held a jamboree with huge circus tents on its campus in Redmond, Wash., hiring Jay Leno, then the “Tonight Show” host, to act as emcee.