You’ve got to feel for the PC. While there’s no denying its practicality or gaming chops, ever since IBM dropped the first beige box of PC joy on the world over three decades ago, the PC has never really managed to be cool—and for the likes of Intel, Microsoft, HP, Dell, and Lenovo fighting against a declining market that’s a problem.
So the five of them have teamed up to take on Apple and make the PC cool again, or at least encourage people to upgrade from their five-year-old PCs—of which Intel says there are over 500 million out there—to shiny new laptops with touch-screens, and thin metal enclosures, and longer battery life. The result of their collective marketing prowess is the “PC Does What?” campaign, a collection of short TV ads set to run in the US and China in the coming months.
They’re as cheesy as I expected.