LOS ANGELES A new phase of Microsoft’s “Realizing potential” campaign by Interpublic Group’s McCann Erickson launched Sunday, according to the Seattle-based technology corporation.

Like the previous “Potential” work, which appeared in the U.S. in 2002 and expanded globally in 2004, the new, international effort highlights the ways in which Microsoft’s technologies and partnerships affect everyday life—this time, with a distinctly local flavor.

While work continues to rely on the established combination of live action, simple animation and “Your potential. Our passion” tagline, “it’s the most [regionally] localized ad campaign Microsoft has ever done,” said group product manager Mike Lucero. “It’s more local in terms of how it was cast and shot, in terms of voiceovers and body copy .