Segall, in the agency's L.A. office along with art director Michael Rylander and copywriter Tom Witt, came up with a spot in which, to the beat of that Saturday Night Fever classic, "Disco Inferno," a guy in a blue cleansuit gets "toasted," and a fire fighter has to put out the blaze. The spark of the idea came from a sort of spontaneous combustion, if you'll pardon Segall's choice of words. The creatives were trying to put themselves in Intel's disco dancing shoes, asking themselves how they'd feel if suddenly made aware that their chips were not the fastest in the world. Angry? Depressed?
"We asked ourselves how that would play out," Segall recalls. "Suddenly the leap was made -- that we'd feel burned by the fact that they'd totally toasted us. The spot became the literal enactment. Once it was on the table, we said, 'Oh yeah, that's it, that's it!' From there came the idea of a fireman coming along,