The duo fronted the campaign of the UK version of Apple Inc.'s Get a Mac adverts, with Mitchell playing a PC. The adverts proved controversial. Writing in "The Guardian", Charlie Brooker claimed that the use of Mitchell and Webb in the adverts was a curious choice. He compared the characters of PC and Mac in the adverts to those of Mark and Jeremy in "Peep Show", stating that "when you see the ads, you think, 'PCs are a bit rubbish yet ultimately lovable, whereas Macs are just smug, preening tossers.'" The British Sitcom Guide criticised the pair for "selling their souls". One journalist called the adverts "worse than not funny", and accused Mitchell and Webb of "an act of grave betrayal" for taking corporate work. In an interview with "The Telegraph", Webb responded to the critics of the Apple adverts, stating that "when someone asks, 'Do you want to do some funny ads for not many days in the year and be paid more than you would be for an entire series of "Peep Show"?' the answer, obviously, is, 'Yeah, that's fine'". In the same interview, Mitchell also said "I don't see what is morally inconsistent with a comedian doing an advert. It's alright to sell computers, isn't it? Unless you think that capitalism is evil – which I don't. It's not like we're helping to flog a baby-killing machine".