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.