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Intel today shared a new ad titled Breaking the Spell: Social Experiment. In the four-minute video, Intel invites 12 supposed Apple fans to a panel discussion showcasing the features of “upcoming devices” that were, in fact, PCs already on the market. The ad was spotted earlier by the French site MacGeneration.
The video begins by saying that many Apple fans only care about Apple products, and Intel is trying to change that view. Supposed Apple fans are ushered into a room that looks like an Apple Store, making it look like they’re being shown new Apple products, but the devices are actually PCs powered by Intel processors.
According to Intel’s Ryan Shrout, the ad presents the “real” reactions of each participant instead of the scripted ones. “It’s surprising how many people who use the technology still don’t know the capabilities of the PC,” he said in a tweet.
The ad is part of Intel’s #GoPC marketing campaign that it launched last year after Apple started switching to custom Apple Silicon chips in Macs. Intel even hired former “I’m a Mac” actor Justin Long for some of the commercials.
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