Apple Guru For Pentium 4: Intel's war for wallets includes hiring the creator of Apple's "Think Different" spots to work on their new campaign.

Intel, breaking with its past practice, won't be backing the introduction of its latest chip with television or print advertisements until next year.

Intel's advertising agency has hired the creator of Apple's "Think Different" spots, Ken Segall, to work on the Pentium 4 campaign. Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, will run the campaign. They hired Ken Segall last week.

In 1998 the "Think Different" campaign won an Emmy and the Effie award for marketing effectiveness.

From an advertising perspective, the war for wallets will likely be waged between the Pentium III and the Athlon from Advanced Micro Devices Inc (stock: …