Google started with one nemesis and a simple mantra. It set out to knock Microsoft off its pedestal, and to “do no evil”. Google has grown into the same type of tech giant it set out to destroy, though, and changes in its privacy policies and practices are giving Microsoft an opportunity to turn the tables with a new ad campaign.

Microsoft is running ads across the nation in the Wall Street Journal, New York Times, and USA Today with a new campaign called “Putting People First.” The ads target the recent changes at Google, and suggest that Google is overlooking the best interests of its users, and putting its advertisers first.