{"id":19371,"date":"2021-03-23T01:15:28","date_gmt":"2021-03-23T01:15:28","guid":{"rendered":"https:\/\/coyote.ca\/wp\/?p=19371"},"modified":"2025-09-15T19:17:58","modified_gmt":"2025-09-15T23:17:58","slug":"once-a-mac","status":"publish","type":"post","link":"https:\/\/coyote.ca\/wp\/2021-03-23\/once-a-mac\/","title":{"rendered":"ONCE A MAC"},"content":{"rendered":"<p>In one of the most critically-acclaimed and popular North American advertising campaigns of all time, actor Justin Long was\u2026 a Mac (computer). Apple\u2019s four-year, 65+-spot \u2018Get a Mac\u2019 campaign was previously highlighted here: <a href=\"https:\/\/coyote.ca\/wp\/2010-11-30\/wielding-the-swords-of-humour\/#:~:text=Get-a-MAC\" target=\"_blank\" rel=\"noopener\"><strong>WIELDING THE SWORDS OF HUMOUR<\/strong><\/a>. Have a quick look to remind yourself how good this work was.<\/p>\n<p>Last week, Justin appeared as himself in a new campaign for Intel. Watch samples of \u2018I\u2019m a\u2026 Justin\u2019 here:<\/p>\n<div style=\"padding: 5px 0 5px 0;\"><iframe class=\"lazyload\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27500%27%20height%3D%27281%27%20viewBox%3D%270%200%20500%20281%27%3E%3Crect%20width%3D%27500%27%20height%3D%27281%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.youtube.com\/embed\/oDMrMHI1kng?start=0&#038;end=69\" width=\"500\" height=\"281\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<h3>The Background<\/h3>\n<p>From 2006 to 2020, Intel made all the core processors powering Mac computers. These were technically unique to Apple products, but Intel also made semiconductor chips for many PC brands. Apple introduced the first Macs using their own processor at last November\u2019s \u2018One More Thing\u2019 launch event. That online event included a video featuring John Hodgman reprising his \u2018Get a Mac\u2019 role as a\u2026 PC. Here it is:<\/p>\n<div style=\"padding: 5px 0 5px 0;\"><iframe class=\"lazyload\" title=\"PC guy trolls Apple's MacBook event\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27500%27%20height%3D%27281%27%20viewBox%3D%270%200%20500%20281%27%3E%3Crect%20width%3D%27500%27%20height%3D%27281%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.youtube.com\/embed\/tEvXVJHTQAk\" width=\"500\" height=\"281\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<h3>Switching Brand Teams<\/h3>\n<p>We can\u2019t think of any previous examples of characters in highly successful marketing campaigns switching to opposing brands<sup style=\"line-height: .5em;\">\u200a[1]<\/sup>. Actor Jonathan Goldsmith, The World\u2019s Most Interesting Man for beer brand Dos Equis, reprised his role for Astral Tequila in 2017. We consider the first part of that story <a href=\"https:\/\/coyote.ca\/wp\/2016-03-09\/best-marketing-campaign-ever\/\" target=\"_blank\" rel=\"noopener\"><strong>THE BEST MARKETING CAMPAIGN EVER<\/strong><\/a>. The second part? Astral Tequila did not enjoy the sales growth of Dos Equis, but it did get noticed by Diageo and was acquired in 2020. If the target group was <em>not<\/em> the consumer, then Goldsmith&#8217;s reprise may have resulted in the big win for the brand owners. Anyway, we would argue that Dos Equis and Astral were never presented as direct competitors, so comparison to &#8216;Get a Mac&#8217;\/&#8217;I&#8217;m a&#8230; Justin&#8217; is problematic.<\/p>\n<h3>A Win for Intel?<\/h3>\n<p>\u2018I\u2019m a\u2026 Justin\u2019 is cute in a nostalgic way. Poor Justin doesn\u2019t have much to work with, except perhaps Apple\u2019s annoying cleverness at forcing users to buy multiple premium-priced devices and accessories. Also known as great branding. &#8220;I&#8217;m a&#8230; Justin&#8217; just doesn\u2019t help the Intel brand in a good way with consumers. The campaign seems like a bad boardroom decision based on senior Intel executives being ticked off at Apple&#8217;s &#8216;I&#8217;m a PC&#8217; dig at the &#8216;One More Thing\u2019 event. Apple officially announced they would be moving away from Intel chips for Macs in June, 2020, but given long product development cycles, Intel would have been informed long before that\u2014Bloomberg reported it back in 2018. And there\u2019s no indication that the John Hodgman video was intended for use outside the Apple tent.<\/p>\n<p>\u2018I\u2019m a\u2026 Justin\u2019 feels like a&#8230; fail. At least from a consumer marketing\/business results perspective. Once a Mac, always a Mac.<img decoding=\"async\" class=\"lazyload alignnone wp-image-19291\" style=\"margin: 6px 0 0 7px;\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%2710%27%20height%3D%2710%27%20viewBox%3D%270%200%2010%2010%27%3E%3Crect%20width%3D%2710%27%20height%3D%2710%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/coyote.ca\/wp\/wp-content\/uploads\/2021\/02\/green-dot_40x40.png\" alt=\"end-of-post-symbol\" width=\"10\" height=\"10\" \/><\/p>\n<div style=\"border: currentColor;\">Notes and references:<\/div>\n<hr \/>\n<ol>\n<li>Oops\u2014<strong><a href=\"https:\/\/the-message.ca\/\" target=\"_blank\" rel=\"noopener\">The Message<\/a><\/strong> reported today that in 2016, Sprint recruited Verizon\u2019s \u201cCan you hear me now?\u201d guy (actor actor Paul Marcarelli). This was based on a WSJ report, so cudos to The Message for doing more rigorous research than us.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>In one of the most critically-acclaimed and popular North American advertising campaigns of all time, actor Justin Long was\u2026 a Mac (computer). Apple\u2019s four-year, 65+-spot \u2018Get a Mac\u2019 campaign was previously highlighted here: WIELDING THE SWORDS OF HUMOUR. Have a quick look to remind yourself  [&#8230;]<\/p>\n","protected":false},"author":3,"featured_media":19390,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[29,63,57,59],"tags":[186,928,929,373,250,924,926,927,375,925,930,376],"class_list":["post-19371","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative","category-people","category-strategy","category-technology","tag-apple","tag-astral-tequila","tag-diageo","tag-dos-equis","tag-get-a-mac","tag-im-a-mac","tag-intel","tag-john-hodgman","tag-jonathan-goldsmith","tag-justin-long","tag-once-a-mac","tag-the-worlds-most-interesting-man"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ONCE A MAC - Marketing Wilderness<\/title>\n<meta name=\"description\" content=\"Justin Long, Apple&#039;s &#039;Get a Mac&#039; star, has switched brand teams in Intel&#039;s new &#039;I&#039;m a... 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