SAN FRANCISCO (MCT) – Microsoft on Monday attempted to jump-start its flagging smartphone efforts, launching a new version of its mobile operating system along with a major advertising campaign for the new version of its Windows software.

At an event here featuring actress Jessica Alba and company CEO Steve Ballmer, Microsoft officials touted features of Windows Phone 8 that make it distinct from Apple’s iOS and Google’s Android, which together dominate the smartphone market. Phones featuring Microsoft’s operating system will hit the market this weekend, and Microsoft plans to tout them widely.

“You won’t be able to turn on a TV or open a magazine without seeing a Microsoft Windows ad,” Ballmer said.