Intel Corp. earlier this month rolled out its largest ad campaign in nearly a decade, designed to show how Intel-inspired ultrabook computers provide faster, more engaging experiences for users.
The campaign, “A New Era of Computing,” was created by Venables, Bell & Partners, San Francisco, and includes TV, print, online and out-of-home ads, as well as a website (www.intel.com/ultrabook).
The budget is estimated at hundreds of millions of dollars—Intel's largest ad expenditure since launching its Centrino mobile technology platform in 2003.
“ "A New Era of Computing' is going to be very different from what you've seen from Intel in a long time,” said Kevin Sellers, VP-sales and marketing and director-advertising and digital marketing at Intel.
“This is not a campaign where we're talking about the microprocessor or Intel the company. Instead, we're giving a cinematic and epic feel to how Intel-inspired ultrabook systems are ushering in a new era of computing and making everything else seem like ancient history.”
The campaign broke April 4 on Twitter (www.twitter.com/Intel) with an ad that offered a sneak peak at the first TV spot, “Desperado,” which debuted April 6.
In the spot, set in a 19th-century Old West saloon, gunslingers are frustrated by their slow, clunky notebook computers. Suddenly a new kid in town enters the saloon with his ultrabook, and has a showdown with one of the gunslingers.
In “House of Flying Laptops” (a spoof on the martial arts film “House of Flying Daggers”) set in ancient China, two traditionally dressed women engage in an epic battle over a single available power outlet. They are distracted by a modern woman sitting at a table working on her ultrabook.
A third spot, “Round Table,” shows a group of bored knights sitting around a table in a medieval castle, being subjected to the king's slow slide presentation. Relief comes when a woman enters the room with a “mystical device”—an ultrabook.
At the end of each, the scene transforms itself into a modern setting, such as a coffee shop or an office, with voice-over that says, “Suddenly, everything else seems old-fashioned. Ultrabook—inspired by Intel.”
On the website, users can watch the TV spots (so far only “Desperado” is online), find out more information about ultrabook computers (made by a number of manufacturers) and learn how to choose the right processor based on computing needs.