If you’ve watched television within the past two years, chances are you’ve seen the now-infamous Mac versus Vista/PC television commercials starring Justin Long—and that, uh, fat guy.

They’re short, stylish and informative; basically, everything that Microsoft’s god-awful “I’m a PC” commercials are not.

However, the Apple marketing gurus and all their infinite wisdom have finally been outdone, and it didn’t take a puzzling, yet wholly trivial commercial with Jerry Seinfeld and Bill Gates to do it.

No, all it took was a University of Wisconsin alumnus and his love of Transformers.

Take notes, Apple and Microsoft. This is how you sell your products to the inner nerd in all of us.