Apple took the occasion of the Opening Ceremonies for the London Olympics to introduce a new line of TV ads, now featuring a likeable Apple Genius technician (forever in uniform at all hours of the day and night) who helps new Apple customers accomplish tasks quickly and easily. While two of the ads feature the Genius helping out in a comical "crisis" situation, a third stands out as a soft rebuke of "knock-off" Windows machines that imitate the Mac.
