Intel’s latest PC vs. Mac ad includes a “social experiment” with Apple fans

Intel today shared a new ad titled Breaking the Spell: Social Experiment. In a four-minute video, Intel invites 12 alleged Apple fans into a focus group showing the characteristics of “upcoming devices” that were in fact computers already on the market. The ad was spotted earlier by a French website MacGeneration.

The video begins by saying that many Apple fans only care about Apple products, and Intel is trying to change that view. Presumed Apple fans were ushered into a room that resembled the Apple Store, giving the impression that they were being shown new Apple products, but that the devices were actually computers with Intel processors.

According to Intel’s Ryan Shrout, the ad shows the “actual” reactions of each participant instead of the scripted ones. “It’s amazing to see how many people who use technology still don’t know the capabilities of computers,” he said in a tweet.

The ad is part of Intel’s #GoPC marketing campaign it launched last year after Apple began the transition to custom Apple Silicon chips in Macs. Intel even hired former “I’m a Mac” actor Justin Long for some of the ads.

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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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