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Upgrading your graphics card is so easy even a monkey can do it

Posted on 20th Jan 2010 at 10:55 by Alex Watson with 27 comments

Alex Watson
AMD's marketing gets criticised for lacking the clarity and presence messages of Intel's campaigns - and though what the two firms spend is vastly different (Intel's ad ad spend is a story in itself), it's somehow not surprising to find out that AMD hires Marketing Executives who openly admit that they wouldn't buy its products if they didn't work there.

What's most frustrating about AMD's marketing is that it lacks the strong, coherent story Intel usually manages to present - take, for instance, laptops. Centrino, with its colourful little butterfly logo, was great at saying "this laptop has good battery life, WiFi and decent performance." For most people, who are uninterested in CPU architecture and clockspeed, it was ideal; clear, simple and in tune with what the majority of people wanted. AMD still - over six years late - has no rival to Centrino, opting instead for a confusing jumble of AMD, Radeon and WiFi badges to tell consumers the same thing.

Which brings us onto AMD's latest marketing idea. Monkeys - yes, real, actual, live monkeys - installing graphics cards. It's true! The video is embedded after the jump.


The video's all well and good - the monkey's nimble fingers and simian enthusiasm make light work of the upgrade, so much so that Harry has started to be worried about his job - but its really there to pull in clicks to a how to article on AMD's blog.

It's a shame this piece of content isn't on the actual main AMD site though; relegated to the "Underground" blog, it's going to disappear quickly; really then, it's another solitary message, isolated from any big idea, overall story or real investment.

Don't get me wrong, I'm glad AMD's posting this kind of content; its products have always been popular with enthusiasts who build their own PCs, so providing guides and tutorials on its own website seems like an obvious thing to do - it's just a shame that once again, we've got a couple of isolated clever, appealing ideas that aren't integrated into a coherent, long-term and bigger plan to make PC building a big part of AMD's overall marketing approach.

27 Comments

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Arkanrais 20th January 2010, 12:06 Quote
best ad for a product Ive seen in a long time.
AMD should really make more like it and aim for some TV airtime. I reckon it would do them wonders.
mi1ez 20th January 2010, 12:31 Quote
On a more serious note, there's a matching "real" vid detailing the upgrade. Pretty useful. pity his sleeves are in the way, good idea to suggest clearing the dust though!

http://www.tomshardware.co.uk/video-card-upgrade-tutorial-guide,news-32589.html?xtmc=monkey&xtcr=1
mi1ez 20th January 2010, 12:32 Quote
Oh yeah, and as I posted on Tom's, this video makes me want to barf.
CardJoe 20th January 2010, 12:36 Quote
Yeah, that means Clive, Rich, Alex, Harry, Antony, Mark and James will soon be out of a job and I shall rule the site with an army of chimps.

THE DREAM COMES TRUE!
Sifter3000 20th January 2010, 12:38 Quote
As Troy McClure sings, you'll never make a monkey out of me! (http://www.theforbidden-zone.com/sounds/chimpanz.wav)
kenco_uk 20th January 2010, 12:52 Quote
My monkey arrived broken and I'm having a hell of a time getting it back into the box to send back for a replacement.
smc8788 20th January 2010, 13:12 Quote
Quote:
Originally Posted by CardJoe
Yeah, that means Clive, Rich, Alex, Harry, Antony, Mark and James will soon be out of a job and I shall rule the site with an army of chimps.

THE DREAM COMES TRUE!

The next podcast should be interesting

A word of warning, however: I hear they have a tendency to throw their faeces at you when they get excited/angry/sad/bored. How much of a change that will be from Harry, well, one can only speculate.
woodss 20th January 2010, 14:01 Quote
If we teach monkeys to do this whats stopping them taking over the world?
logan'srun 20th January 2010, 15:06 Quote
I'm still waiting for the next book by shakespeare. . .
Tim S 20th January 2010, 15:27 Quote
Quote:
Originally Posted by smc8788
Quote:
Originally Posted by CardJoe
Yeah, that means Clive, Rich, Alex, Harry, Antony, Mark and James will soon be out of a job and I shall rule the site with an army of chimps.

THE DREAM COMES TRUE!

The next podcast should be interesting

A word of warning, however: I hear they have a tendency to throw their faeces at you when they get excited/angry/sad/bored. How much of a change that will be from Harry, well, one can only speculate.

Yes, because Joe himself is a Chimp
sear 20th January 2010, 15:31 Quote
I thought they were trying to make an argument that a monkey can actually install a video card, then they fake it in the most obvious way... lame, guys, lame.
cyrilthefish 20th January 2010, 15:52 Quote
Quote:

Beat you to it by 5 days

*victory dance*
Zabuza 20th January 2010, 16:12 Quote
He forgot to plug the power into it.
thehippoz 20th January 2010, 18:17 Quote
haha that monkey's face reminds me of the classic saddle popper
TSR2 20th January 2010, 18:57 Quote
Do monkeys have special conductive-foam fingers, and are hence allowed to touch the contacts on the PCB?
Farfalho 20th January 2010, 19:16 Quote
ROFL, the monkey's expressions were hilarious xD
The Jambo 20th January 2010, 20:10 Quote
Not only can Monkeys upgrade graphics, they can also play WoW and spam the channels.
frontline 20th January 2010, 20:51 Quote
Ah, i see it also includes the Monkey's reaction when he realises that MW2 has no dedicated servers. Cruelty to gamers (even Monkey gamers).
Star*Dagger 21st January 2010, 00:43 Quote
If anyone is having problems installing a graphics card they need to push away from the desk, go buy a console and leave us PC Gamers in peace.

Then again there are people who SHOULD know better who buy sub 100 pound graphics cards, and gaming sites that review them!
death_munky 21st January 2010, 13:52 Quote
I find this video from AMD highly derogatory to my kind, of course we can install graphics cards, we're not chimps!.

I also can't believe that they got my cousin steve to participate, at least it will help him pay off his gambling debts.
Cyberpower-UK 21st January 2010, 15:14 Quote
Guerilla/Gorilla marketing at its best!
dec 21st January 2010, 21:03 Quote
Geico had cavemen and geckos and AMD has monkeys. If a monkey can do it why does Dell/Alienware charge so much?
jimmmarks 21st January 2010, 21:15 Quote
Quote:

nops even a donkey even can do it.:D
brave758 22nd January 2010, 02:16 Quote
haha Great ad
supermonkey 22nd January 2010, 03:13 Quote
Quote:
Originally Posted by smc8788
A word of warning, however: I hear they have a tendency to throw their faeces at you when they get excited/angry/sad/bored.
Lies. LIES! LIES I SAY!!

OK, it's true. :(
ZERO <ibis> 24th January 2010, 05:01 Quote
Pretty funny but overall cheezy although I understand that it is not as though this was intended as a real add.
BLC 25th January 2010, 09:24 Quote
That's it, my flag is now firmly in the ATi/AMD camp. Sorry Nvidia, but you can't compete with monkeys. Even if they faked actually installing the card, they still have monkeys in the ad - that makes it a win in my book.
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