Intel was hip to the kinky nature of marketplace "choice" as early as like five years ago, drawing didactic attention to the murkiness of the concept by paying to put big Intel Inside logos on computers people were going to buy anyway. But wait, our choices get even more optional, and Intel would like to point this out! In the commercial, based around the premise of "teaching an old dog 'noir' tricks," (cf. those paintings of dogs playing poker), one indistinguishable guy in a bunny suit interrogates two indistinguishable suspects in bunny suits, basing his investigation on things like how their eyes look. The sight gag? They're wearing bunny suits (so you can't even see their eyes)!!! The first joke (which was doubtless Grove-approved, since he's a big Lacanian) is that it physicalizes the noir moral landscape - via bunny suits. Not only is the tired, cynical investigator interchangeable with the tired, cynical criminals, but he's wearing the same bunny suit they are!! Second, in perhaps the most brutal demystification of "interactivity" ever, viewers were asked to log on and vote as to which indistinguishable feature mattered most and then got to see their choice on TV, minutes later (in black and white!). All we can say is, it must've been tough filming that surprise ending on such short notice! Makes you wonder if the guys (or gals) in bunny suits were PO'd that they missed part of the game.

Next... Pontiac moves to the head of the class