They're not geniuses. Apple/TBWA messed up again. The blatant ripoff of the Postal Service's video was unauthorized and the band was completely unaware and did not receive compensation. Adrants points us to Adpulp pointing to a statement by band member Ben Gibbard on the Postal Service's website: "It has recently come to our attention that Apple Computers' new television commercial for the Intel chip features a shot-for-shot recreation of our video for 'Such Great Heights' made by the same filmmakers responsible for the original. We did not approve this commercialization and are extremely disappointed with both parties that this was executed without our consultation or consent." This isn't just indie bitching. The band and the label had to pay for the video. They spent months concepting and producting i, only to have it co-opted by a major corporation. As revealed by the many comments on this issue, some people assumed that it was the result of some backend cross-promo deal between the Postal Service and Apple, an assumption potentially damaging to the Postal Service's rep. Any way you slice it, it's underhanded. Any way you slice it, it's created brand confusion, as Adreak notes, "More than 100 people have reviewed the video on iTunes, but a number of them seem to be confusing the ad and the video, leading one exasperated visitor to write: “Reading some of these reviews wants to make me punch myself in the face. ‘Making computers’??? Where in this video do they make ONE single computer? … Most of you need to stop writing reviews and start blogs instead.” No statement has been forthcoming from Apple or TBWA. We demand answers. Though, perhaps the answer is that TBWA is just a big piarate ship. An Adpulp commentor notes, "...Chiat has always been masters at hacking the obscure. Remember the Taco Bell Chihuahua law suit? Or "The Stuff of Life" campaign for Kmart? (Actually you wouldn't remember that because it was ripped straight out of a student portfolio and when the school threatened to sue Chiat, Chiat threatened to blackball every student graduating from that school)." Bad ass pirate ship or ship of fools? The market will decide.