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Apple Ditches 'Mac Guy' In New Ads

Oct. 27 2008, Published 7:07 a.m. ET

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SO LONG, STUD John Hodgman, movie star Justin Long Apple's "I'm a Mac" campaign is almost perfect: It's funny, memorable, and efficiently lays out the advantages of Macs over PCs. Its only defect: Virtually everyone who watches it comes away liking the "PC guy" while wanting to push the "Mac guy" under a bus.

Small wonder, then, that as Apple prepares a new batch of commercials, "Mac guy"—aka Justin Long, of Dodgeball and Herbie: Fully Loaded semi-fame—is nowhere to be found. A rep for Long confirms that his days as an Apple pitchman are over: "Every ad you see Justin in is for that previous time period only," she tells Radar. "There's no long-term deal with him." She adds (somewhat implausibly, perhaps), "Justin's a movie star, not a commercial guy."

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