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Anyone savvy in the tech space during the 2000s will remember Apple’s iconic Mac vs. PC ads that saw two gentlemen – or more accurately, personifications of the products they were advocating – politely squabbling over the pros and cons of Apple’s Mac computer systems and PCs using Microsoft’s Windows operating systems.
These ads obviously always resulted in the anthromorphized “Mac” played by Justin Long always convincingly winning debates against the “PC” played by John Hodgman.
Most importantly, they always managed to highlight features for a bevy of Apple products ranging from Mac hardware perks to convenient iPhone software hacks.
The series of ads gained immense popularity, with its grand total of 66 episodes helping Apple grab plenty of attention towards its innovative products and features. If you’re interested, many of them still float around on YouTube, and are still being watched right now.
Crucially, the series also solidified Long’s identity as the “I’m a Mac” guy, with his portrayal of the confident and calm “Mac” translating into one of the more memorable marketing personas during the 2000s.
“Hi, I’m no longer a Mac.”
However, no one could have expected Long ever switching camps – which is exactly what a new series of ads from behemoth chip manufacturer Intel has managed to make happen.
For its latest campaign, the tech giant recruited Long to once again compare Macs to PCs, but this time batting for the other team.
The new ads now have Long portraying himself, completely aware of his past as the “Mac” from the old ads, and confiding in viewers that he’s now “just Justin”.
“Hello, I’m a.. Justin,” he starts, deviating from the iconic script he used to read all those years ago. “Just a real person, doing a real comparison between Mac and PC.”
In all the ads, Long is considerably less sure of himself as an expert in all things computing, and instead defers to individuals on and off camera who tell him – almost condescendingly – all about the virtues of using a PC and the advantages they provide over using a Mac.
Each video covers a different topic, ranging from gaming to using multiple screens to having a ton of choices when it comes to buying products, and not one of them pulls its punches when comparing PC systems against Apple’s Macs.
“So with a PC, I can plug in up to three monitors at the same time,” he says tepidly in a particular video about using multiple monitors. “But with a Mac, I can plug in… one?”
In another video, he expresses his excitement at the number of color choices he has when picking out a new Windows-based laptop, but then gets considerably bemused when he’s only allowed to pick between “gray and grayer” Macbooks.
Desperate times, desperate marketing measures.
The new campaign by Intel is possibly aimed at slighting Apple, who were once important customers for the chipmaker but have recently moved to manufacture their own chipsets for their own line of products.
This move further cemented Apple’s identity as a tech company with an extremely closed ecosystem of hardware and software, but new products featuring the new chipsets have so far been impressive in many instances.
More importantly, the move also poses a threat to Intel in that it cuts them off from a once giant market of Mac users, and it further dwindles their dominance as a chipmaker following the meteoric rise in popularity enjoyed by arch-rivals AMD and their impressive line of consumer-level processors.
While it remains to be seen if such campaigning can help Intel claw their way back to becoming a truly dominant force in the chipmaker arena, it’ll at least be interesting in that these new ads could ignite a new marketing battle between them and Apple, and once again provide us with more ads like the ones that came out between 2006 and 2009.
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ที่มา : Mashable