INTEL ROLLS OUT WI-FI CONNECTIVITY AD CAMPAIGN

Promotes the Centrino Wireless System for Notebook PCs

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NEW YORK (AdAge.com) -- Intel Corp. today kicks off a global ad campaign to support its Centrino Wi-Fi wireless connectivity technology.

Designed for wireless notebook PCs with a new mobile processor and chip set, the Centrino system allows users to access networks through Wi-Fi, the radio-based connectivity system that works like a telephone or cable connection without the jacks or hard wires.

Radio wave system
The Santa Clara, Calif., company's

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Centrino competes against a number of other similar wireless offerings such as Apple's Airport system. Wi-Fi is what Starbucks recently began using to allow anyone with an appropriately equipped computer to log on without wires as they have a coffee.

Basically, a tiny radio card in the computer communicates through radio waves with a distant radio-receiving "station" device that plugs into a computer network. Home users have also shown an increased interest in the product to connect computers, modems, printers and other peripherals without having to string wires around the house.

Intel's new Centrino campaign will formally launch March 12 but is rolling out a 30-second teaser ad this week. It boasts, "On March 12, Intel will not only change how you work, but where you work."

'Unwire'
Quirky TV, print, outdoor and online ads feature businesspeople using wireless PCs in unexpected places, such as on a diving board, an airport "people mover," a golf course driving range and an open-air sightseeing bus. Multi-page inserts announce that "Intel has an urgent message for the wired world: 'Unwire.' "

The "Unwire" campaign was created by Havas' Euro RSCG MVBMS Partners, New York. Spending was not disclosed, but the effort is likely to hit the multimillion-dollar range, unfurling in nearly a dozen countries.

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