iPad and Mac maker Apple unveiled three new adverts during US TV coverage of the London Olympic Games opening ceremony.
All three ads feature an Apple Genius – the firm’s in-store customer service and tech staff.
In each ad the Genius is asked to help Mac owners resolve customer problems in a series of unlikely and comedic circumstances.
The campaign differs from Apple’s usual approach of focussing ads on a single product or feature, such as the iPhone 4S voice assistant, Siri.
Unless of course Apple is seeking to position its after-sales service as a product in its own right?