Microsoft is tired of sitting on the sidelines and playing the ‘nice guy’ while other smartphone platforms makers are out there making waves. This is why they’ve decided to tell their side of the story and put their smartphone OS against the competition in a new ‘Smoked by Windows Phone’ ad series set to debut this week on many tech websites and Microsoft’s own Facebook page.

There will be 12 different ads, according to the Seattle Times, featuring other smartphone users who have taken on the challenge to see if their phone can beat a Windows Phone in simple, everyday tasks, such as: browser searches, updating a social network, or taking a photo. Video footage from CES competitions, featuring Microsoft’s Ben Rudolph (BenthePCGuy), will be used within the advertisements.

Microsoft’s Frank Shaw notes regarding the campaign, ”We’re going to make sure that we tell our story, with all the assets that we have.” Shaw also speaks about the company’s shy past with regards to advertising, “There have been times in the past when we’ve been quiet even when we’ve had something to say. Today we feel: We have tough competition…. If we have a story to tell, if we have something to say, we should say it. ”

Hopefully, for Microsoft, the campaign sees success on the web and makes it over to television where it can be played out in front of a larger, more diverse audience. Microsoft needs desperately to capture a growing demographic of new smartphone buyers who are not as indoctrinated that an iPhone or Android device is their only option.