Last fall, Apple brought back John Hodgman to reprise his famous role as a bumbling PC during its “One More Thing” event promoting the brand’s new lineup of MacBooks, powered by its new M1 chip. Noticeably absent, however, was Justin Long, who alongside Hodgman personified the role of Apple’s Mac in the brand’s award-winning “Get a Mac” campaign from TBWA/Media Arts Lab that ran from 2006 through 2009. Perhaps he had been in the process of switching teams: today, Long makes his debut as the new spokesperson promoting Intel-powered PCs in a campaign from VMLY&R.
The ads start out in similar fashion to the “Get a Mac” campaign, with Long standing against a clean white backdrop. But here, he’s not playing hardware. “Hello, I’m a—Justin,” he says. “Just a real person, doing a real comparison between Mac and PC.”
He then walks into a variety of real-world settings. One spot (above) shows him marveling at the array of PCs on offer, while the choices of new Macs from Apple are “gray and grayer.”
Another ad sees Long happening upon a gamer, intently playing a driving game on his PC. Long turns around to see what the Mac gamer looks like—and they’re non-existent.
Yet another spot depicts Long examining a multi-tasking PC that changes from a laptop to a tablet with a quick flip. Its Apple equivalent, however, is five different devices.
This is the latest in Intel’s marketing efforts to challenge Apple since the debut of its M1 chip. Earlier this year, as reported by 9to5 Mac, the brand debuted a campaign highlighting the things that users are able to do on a PC, but not on a Mac, like “flip through PhotoShop thumbnails with your actual thumb” and “power a rocket launch and launch Rocket League,” digging at Apple’s discontinuation of the game on MacOS last year.