Apple has posted their new Intel Mac ad online via Quicktime. The ad shows Intel workers in a clean room and shots of Intel wafers in production with the (Kelsey Grammer? Kiefer Sutherland?) voiceover:
The Intel chip. For years it’s been trapped inside PCs. Inside dull little boxes. Dutifully performing dull little tasks when it could have been doing so much more.
Starting today, the Intel chip will be set free and get to live life inside a Mac. Imagine the possibilities.
The ad closes with a shot of Apple’s new Intel-based iMac.
See the ad here.
[UPDATE: 3:22pm EST: Added voiceover credit question of Kiefer Sutherland.]
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And there you have it. I hope this is just the tip of the iceburg for Mac ads showing great productivity and no spyware..
I wonder if that means that in this new season of 24, Jack Bauer is the only one using a Mac (the good guy) and everyone else thats after him will be using PC’s.
The name of the track is “God hovers over the water”
by MOBY-1997 when he was still underground and less pop.
i dunno… i thought the commercial was lame.
MW: “progress,” as in: “this is progress?”
Hmm…Dell little boxes…Dell little tasks!
Okay, I liked it, but there was a little letdown when it didn’t show the iMac doing anything, like have a Space Shuttle blasting off, or the Mars Rover scooting around.
> Any software available for the Intel Macs besides Apple’s?
duh! guess you should read up on some of this shit….
I think it’s a good start to a hopefully large ad campaign. Just remember, they can’t go around touting “LOOK NO VIRUSES OR SPYWARE, IT’S IMPOSSIBLE ON A MAC!!!”
Because Steve knows better than to be so cavalier about something so important as security.
However, they can bring to life the things that we love about our Macs, and hopefully that’ll see the light of day soon.
I guess everyone else beat me to naming the song (I’m just getting home from work and reading all of this great news!). It’s funny, because I bought that CD when it first came out and then it got stolen with a bunch of other CDs, and I just bought it again a month or two ago.
Anyways, I will probably order a 20″ iMac soon. I was going to buy one after Christmas, but decided to wait. I really didn’t think it would be upgraded so soon after the iSight addition, but then again Apple never does what is expected. Too bad my friend just got a 15″ Powerbook for Christmas.
Corporate ad. That’s what I thought when I saw it. We’re not just this little company where everyone drinks the koolaid – we are a player. You all know intel well – guess what you have NO idea corporate wanks what how it can be utilized – til now. At the same time it speaking to joe corporate it’s a clear call to “BRING IT ON”
good start as a teaser,but the real important ad campaign will show the real distinction between Mac and Windows.
It CAN be done, and can even be done with 15 second spots using the same style as the new Intel ad.
Just get the right ad agency if that is what it takes.
Funny, I’ve been trying most of the day to watch the commercial on IE (because I’m stuck here at work) and it kept crashing. Just tried it on FireFox….works beautifully!
This ad is, I agree a good start. Three points though:
First, more than two thirds of the running time was Intel, only reaching the Mac punch line toward the end. Maybe they’re counting on the leadup for the “suspense” value.
Second, the “possibilities” punch line will have limited value until they start talking about OS X since, design aside, that’s where the value comes in.
Finally, it would have been nice to show both the iMac and the new MacBook Pro angled toward each other. The iMac in semi-profile would remind customers even more of the iPod, while the MacBook would pique the interest of those itching to go mobile in style.
BTW, I think Powerbook/i Series would have been a better name, linking both to the Powerbook heritage for the faithful, and the “i” (for Intel) linking to the “i” of iPod for those being drawn by the halo effect.
I like the play on Dull/Dell… very nice.
Even better with no Jeff Goldblum. Sorry Jeff.
Mr. Jobs ADVERTISE the OS X…..end Windoze real fast
A thought.. perhaps the new ad didn’t show the products yet because they didn’t want to leak them yet. perhaps post keynote there will be more on the imac and macbook. Re OS X – I think many people don’t have a clue what an operating system is or does where as the intel brand resonated – and while they might not know what a chip is/does either; they DO know the brand. So, capture with intel brand – “hey I know what that is” and then reel them in with product. Just showing OS differences isn’t going to do it because many people haven’t a clue where problems exist on their computer. They “think” it might be Windows because someone told them but they don’t know Windows is an operating system. They know the printer doesn’t work, they have a dll error, they have a virus, their website isn’t loading, just the darn tool isn’t working. So while OS X is so much more sexy it’s pointing out to the average person that an OS can be fun and beautiful and HELPFUL. All of those adjectives just are not their current experience. It’s getting them into the mindset of acknowledging such an experience even exists.
What if this were the ad to run for SUPERBOWL XL?!! That’s 80 million viewers!
Just a thought.
This ad sucks.
If you have a Windows PC and are considering a new computer or you are buying a pc for the 1st time would this ad make you want to look into buying a mac.?
The answer is No.
The track to the Intel ad is “God Moving Over The Face Of The Waters” by Moby from a track that appeared on Everything Is Wrong, I like to Score and the movie Heat.
What’s nice is Apple can also do an ad for the new MacBook Pro the same way and edit it in at the end like the iMac. I like how the MacBook Pro looks like a space ship door opening like Close Encounters of the Intel kind. =)
Definitely KIEFER! A fellow Canuck!
Mw = strong
as in, the “true north strong and free!”
I love this ad. Not to sound like a zealot, but it does give me shivers a bit. The PC industry seems so cobbled and inefficient ..
The following takes place between 10am… and 11 am…
Is it Really Keifer? Because I have some money to collect if I’m right! I made a bet with my boyfriend!