Print 45 comment(s) - last by Autisticgramma.. on Jan 19 at 3:34 PM

How to make your Grandma feel dumb

ATI has posted a new video on YouTube that is sure to go viral. The minute long video shows "Louie the monkey" performing a video card upgrade unassisted, and is entitled "Upgrading graphics - So easy, a monkey can do it!"

It is no coincidence that the graphics division of AMD is premiering this marketing salvo on the same day that it launches its first mainstream value DirectX 11 graphics cards priced at under $100. The company has already sold over 2 million DirectX 11 cards to enthusiasts and the mainstream performance segment, and recently launched DirectX 11 Mobility Radeon parts for notebooks.

The mainstream value segment is primarily composed of Massively Multiplayer Online (MMO) and casual gamers. They might be using integrated or low-end graphics cards that came with their computer. Although many would like to improve their visual experience, many of them are uncomfortable with opening up their computers.

The idea for the monkey upgrade video apparently came from Chris Hook, the head honcho of AMD's graphics PR department, who wanted to show how easy and painless a graphics card upgrade could be. Mr. Hook is no stranger to unusual ideas, but this one takes the cake.

AMD and its PR company found a professional monkey trainer who trained Louie the monkey for over a month, but actual production shooting only took a single day. Louie started off with watching videos on video card installation, and progressed to practicing the installations.

Louie performs almost all of the tasks himself, such as unscrewing the side panel and placing the card in the slot. However, he was unable to physically push the Radeon card into the PCIe slot enough for proper seating or push the power button enough to turn it on.

Nevertheless, the video is very entertaining, even if you already know how to install a video card.

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Too bad the monkey can't...
By Motoman on 1/14/2010 11:56:52 AM , Rating: 6
...get a job with Geek Squad. He's "overqualified."

RE: Too bad the monkey can't...
By jonmcc33 on 1/14/2010 12:12:09 PM , Rating: 5

Can we get a 6?

RE: Too bad the monkey can't...
By Maharajamd on 1/14/2010 1:03:15 PM , Rating: 2
ROFL...give him a 10.


RE: Too bad the monkey can't...
By Belard on 1/14/2010 3:21:05 PM , Rating: 1
But can the monkey get a job at FireDog?

RE: Too bad the monkey can't...
By n0ebert on 1/14/2010 4:22:36 PM , Rating: 5
Since Circuit City is out of business... No.

RE: Too bad the monkey can't...
By AstroGuardian on 1/15/2010 5:24:05 AM , Rating: 2
No, but he could get the job in Apple and tech those idiots how to assemble PC's (read Macs)

RE: Too bad the monkey can't...
By fatedtodie on 1/15/2010 6:21:41 AM , Rating: 3
When calling someone an idiot try not to look like one yourself.

(teach is spelled with an A).

RE: Too bad the monkey can't...
By cheetah2k on 1/15/2010 9:28:01 PM , Rating: 2

The monkey looks like he's "beating his monkey" (pardon the pun) after the install... Is this what DX11 will do to us??

RE: Too bad the monkey can't...
By frobizzle on 1/18/2010 10:08:52 AM , Rating: 2
Are you sure it's not Ballmer? I don't know...looks a lot like him!

By wiz220 on 1/14/2010 12:05:15 PM , Rating: 5
Maybe DT can hire and train Louie to proofread!

By jonmcc33 on 1/14/10, Rating: 0
By PAPutzback on 1/14/2010 12:31:07 PM , Rating: 3
Ewwww burnnnnnn.
Yet they could have used the monkey to proofread this article.

found a professional money trainer... Money trainer?

You're such a dork jonmc33.

By jonmcc33 on 1/14/2010 1:11:03 PM , Rating: 2
You are posting on a blog dedicated to technology news. Are you any less of a dork than I?

If you want to get geek, then in reality you can train a monkey to do simple tasks. Reading is something that no monkey can do so in reality it cannot be trained to proofread.

It can, however, be trained to remove sticks from the rear ends of your typical anal retentive grammar trolls.

By omnicronx on 1/14/2010 1:27:07 PM , Rating: 2

By Spuke on 1/14/2010 1:36:02 PM , Rating: 2
That was funny.

By AstroGuardian on 1/15/10, Rating: -1
By Autisticgramma on 1/19/2010 3:34:06 PM , Rating: 2
I'm sooooo tired of the grammar nazi's..

I think they should be rounded up, put in camps.. and oh wait.

Nazi is a nazi regardless!

Don't be a Nazi.

That's all great and good for AMD, but...
By PrazVT on 1/14/2010 1:11:11 PM , Rating: 2
Where are all the DX11 games? As it is, there have only been a handful of GOOD DX10 games. I will admit having a fully functional HDMI port is a big plus (ie video+audio). But, I'm not seeing a reason to replace my GTX 295 yet.

Back to the monkey ... just goes to show it's not just us geeks (or secret closet geeks) who like to upgrade stuff lol.

RE: That's all great and good for AMD, but...
By grath on 1/14/2010 7:56:57 PM , Rating: 3
My thinking is that the lack of DX10 games is due entirely to the poor reception (and rejection) of Vista. The motivation to develop for it was low and the risk was deemed high. Much of the industry seems to have simply waited for 7 just as many of us did, and given Win7s acceptance I dont think we need worry about lack of development for DX11.

I am far more worried about the shift of effort and talent away from PC gaming and toward consoles. As a devout PC gaming loyalist since my first 386, I am ashamed to admit I have succumbed to the dark side and bought a PS3, and for the games more than for the bluray. If not for the entrenched MMOG market I fear the battle would have already been lost.

RE: That's all great and good for AMD, but...
By TSS on 1/15/2010 9:01:25 AM , Rating: 3
As a hardcore gamer myself, i'd wish the market would die.

The console market also died once, in 1983. Out of that came the NES, the godfather if you will of all current day consoles.

The current PC market is corrupted. Modern warfare 2 was the nail in the coffin. A console port shooter with no dedicated servers, and it sold like hotcakes. Now they know they can get away with it even on high profile games. In the quake 3 era that game would've gone straight to the bargain bin, pure on those facts alone. But alas... that's already a decade ago....

The last innovation in PC gaming that i can remember is Half life 2, or the introduction of Physics based gameplay. Something that wasn't a gimmick, but stayed relevant, fun, and challanging the entire game. Every game since then has been evolved around some kind of gimmick that gotten all attention which left the rest of the game wanting.

And now even the great games aren't great... just reasonable... MW2 looks nice, but the singleplayer is short and the multiplayer... well laggy. OF2, same thing. NFS series has tried realism, and failed hard. Borderlands, a decent game, but all it did was put Diablo 2 loot into a FPS, and still, a console port. Dragons age, great story, but by now oversimplified good-bad-neutral awnser system, and the combat+skill trees just plain suck, a problem i fear will also befall SW:TOR. Nothing like, say, Neverwinter nights, which had both proper story and gameplay. Crysis, it's a bit older then the rest of the games i list but now where finally able to run it properly. Champions online, remake of CoH and not to mention completly nerfed and unbalanced in a release day patch. star trek online is poised to be one long grind, just as WoW has become one long grind, and the epics have become common.

If PC gaming would die, maybe it'll go underground again. Once the casual gamer's influence has dissapeared, gameplay and difficulty will improve again. And we can go back to the time where Pwnage actually cost skill, not luck and gear. The games itself will become smaller, less complex, more solid. Modding will come back, instead of beeing dead because of console ports and casual gamers thinking they can make a mod themselves and then fail horribly.

It would be a harsh time, but beyond it would be even brighter sunshine.

By killerclick on 1/15/2010 1:31:20 PM , Rating: 2
I don't like MMOs, I don't like multiplayer and I don't like consoles. I'm screwed as far as games are concerned.

I can see it now...
By Souka on 1/14/2010 12:00:01 PM , Rating: 5
"So easy a monkey can do it.." Hmmm, sound familiar...

Wonder if they'll do a series like the Geico caveman?


RE: I can see it now...
By jdietz on 1/14/2010 12:06:33 PM , Rating: 1
Talking monkeys is less believable than talking cavemen. It's also funnier; it might work for that reason.

RE: I can see it now...
By kattanna on 1/14/2010 1:11:21 PM , Rating: 2
i just hope geico will let the similarity of the slogan pass

By zinfamous on 1/14/2010 3:58:07 PM , Rating: 1
This ad is so racist!

I can't believe it!!!!!

By jonmcc33 on 1/14/2010 4:42:28 PM , Rating: 2
Are zoos racist too?

People that poach gorillas are committing hate crimes?


By piroroadkill on 1/14/2010 6:30:50 PM , Rating: 2
No, it's you, in your head, you're making the racist connection

By zinfamous on 1/15/2010 12:53:44 PM , Rating: 1
jesus christ people.

it's sarcasm. try to pull your heads out of your asses for once.

By Aquila76 on 1/15/2010 4:52:23 PM , Rating: 2
You didn't use the correct punctuation.

Monkey hands change colour
By Felofasofa on 1/15/2010 6:23:07 AM , Rating: 4
Real monkey has black hands. Overhead shot shows guy in monkey suit with wrong coloured hands. Fail again AMD!

RE: Monkey hands change colour
By putergeek00 on 1/15/2010 10:26:05 AM , Rating: 2
Good catch!

RE: Monkey hands change colour
By jnolen on 1/15/2010 4:27:32 PM , Rating: 2

Monkey probably destroyed the card
By Hacp on 1/14/2010 5:11:00 PM , Rating: 5
With all his fur, he probably hit the card with so much static electricity that it is permanently fried. Lesson: Don't let your monkey uprade your computer.

By grath on 1/14/2010 8:02:38 PM , Rating: 2
You can train a monkey to install the card but you cant train him to ground himself on the case?

We better not let them get a foothold into IT, prehensile tails to operate a mouse with are an unfair advantage.

So based on this data
By Belard on 1/14/2010 3:19:07 PM , Rating: 3
Okay, it took a MONTH to train a monkey to change a video card...

So a typical human MMORPG gamer would need about 1/8 that time to learn as well? (Monkey is 1/8 size of typical human)... so about 5 days.

Not very impressivee.

RE: So based on this data
By jonmcc33 on 1/14/2010 4:40:08 PM , Rating: 3
I can switch out a video card while blindfolded and in under 5 minutes* yet I couldn't sit for 60 seconds and play any MMORPG.

*Yes, I said 5 minutes. I take my time because my video cards tend to be on the expensive side so they are my precious!

YT borked
By Screwballl on 1/14/2010 12:49:53 PM , Rating: 1
sorry but YT is borked for me and has been since flash version 8... all videos are pink so i cant view this on any of the 6 computers in my household... anyone have a non-flash related link? like in downloadable flv or wmv or mov formats?

Another reason why I avoid Adobe like the plague

RE: YT borked
By jonmcc33 on 1/14/2010 1:16:20 PM , Rating: 2
Sounds like user error. Works fine for me.

By Sunbird on 1/15/2010 7:57:55 AM , Rating: 3
How good is the monkey with upgrading the driver?

By corduroygt on 1/14/2010 4:21:43 PM , Rating: 2
US presidency, so easy a chimp could do it (since 2000).

Interestingly, this statement would be interpreted both as funny (Bush), and racist and tasteless (Obama). Not to mention pissing off both sides.

By buzznut on 1/14/2010 10:34:41 PM , Rating: 2
But can he play crysis?


By chagrinnin on 1/15/2010 1:01:02 AM , Rating: 2
Anybody know how long you gotta spank a monkey before you can call yourself a pro?

By RyuDeshi on 1/15/2010 5:17:20 AM , Rating: 2
It is making sure your computer's power supply can handle the card, has the right adapters, etc.

By BlackIceHorizon on 1/15/2010 2:32:09 PM , Rating: 2
So I just went to as instructed on the video, just for kicks. Guess what came up - a message stating that "AMD's web site is temporarily unavailable. We apologize for the inconvenience. This area will be back online as soon as possible."

Maybe they should hire a monkey IT guy.

By BruceLeet on 1/18/2010 3:03:01 PM , Rating: 2
Stupid misleading article title...

Well other than that it was 'charming' to say the least.

"We don't know how to make a $500 computer that's not a piece of junk." -- Apple CEO Steve Jobs

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