Intel Taps Justin Long, Who Played Mac in Long-Running Apple Ads, to Promote PCs


Justin Long, who for several years in the 2000s played a hipster Mac computer in

Apple Inc.

advertisements knocking PCs, has switched sides for a new digital ad campaign from

Intel Corp.

Mr. Long began his Apple ads by saying, “Hello, I’m a Mac,” before bantering with an inept and nerdy PC played by John Hodgman.

He begins the first ads in the Intel campaign by saying, “Hello, I’m a…Justin.” The ads then depict him favorably comparing PCs running Intel technology to Apple computers.

Apple announced last year it would stop using Intel technology inside Macs in favor of chips designed by its own engineers. Apple said then the new chips would enable longer battery life in its computers, allow for faster processing and facilitate new security features.

Apple Chief Executive

Tim Cook

talked up the company’s new M1 microchip in a presentation last November. “Advancements of this magnitude only come from making bold changes,” Mr. Cook said at the time. “The M1 chip is by far the most powerful chip that we have ever created.”

Intel’s new ads, described by the company as a multimillion-dollar campaign across YouTube,

Twitter

and LinkedIn, argue Apple’s claims are overblown.

PCs have come a long way since the early 2000s, said

Karen Walker,

senior vice president and chief marketing officer at Intel. “You can’t just say this stuff and expect us not to come back,” she said.

The ads tell the story from the perspective of Mr. Long as a real person, Ms. Walker added. “He’s grown up,” she said….

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