Microsoft finally unveiled everything there is to know about Windows Phone 8 at an event on Monday. The big takeaway was that Windows Phone 8 is designed around the individual, or rather the individual designs it around themselves. To prove that point, there’s a new Windows Phone ad that features the personal phone of Microsoft CEO Steve Ballmer.

If the ad represents the actual phone that Ballmer uses, we can take away a few things. For one, he’s using the Windows Phone 8X from HTC. He keeps Bill Gates’ contact info front and center on his home screen for “advice.” The Microsoft executive is also apparently bad at golf and is always in need of pointers.

During the event yesterday, Microsoft showed off three of these ads. Ballmer’s phone was actually the last to be shown. Joe Belfiore, Corporate VP of Windows Phone, and Jessica Alba showed off their respective phones with a short intro explaining how the phone impacts their life.

You can expect to see more of these ads as we move towards the launch of Windows Phone 8 over the next few weeks. The personal nature of the device will be the main selling point as Microsoft tries to convince consumers that they’re better off with a Windows Phone. Will it work? It’s too early to know for sure, but Microsoft had better hope that it captures a bit more of the market this holiday season.