"This isn't all about performance and individual-benefit models, but intended to really show how computing is woven into the fabric of people's everyday lives," said Pam Pollace, VP-director, Intel's corporate marketing group.
The fast-paced grainy, Super 8-style TV spots feature a gaggle of hipsters, high-schoolers and kids at home as they indulge in digital photography, CD burning, instant messaging and movie-making. Two spots feature music tracks by Moby and Basement Jaxx. Intel has dabbled with space-suit clad characters and the Blue Man Group performance artists in its advertising, but isn't known for using music video-style footage.
"Hopefully what this will be is the beginning of a long-term strategic and creative platform that will represent the brand for many years to come, as opposed to an attempt every year to do a new campaign around a new product," said Ron Berger, CEO, Euro RSCG MVBMS. "We wanted to capture not just a lifestyle but a digital lifestyle," he added.
"Digital Day" starts with a family in the kitchen, dad cooking breakfast while checking sports scores on a nearby PC. The spot cuts to a copy line: "Intel Inside your music" and shows kids burning CDs, then "Intel Inside your photos," showing how a digital photo can produce a T-shirt transfer, and on through other scenarios. The spot ends with "Can a better computer really change your life? Yes."
Ms. Pollace said spending on the new effort is comparable to last year's consumer brand campaign, which was estimated at $80 million to $100 million. Intel spent $119.9 million in measured media in the U.S. in 2001 and $32.5 million from January-June, according to Taylor Nelson Sofres' CMR.
The campaign makes its debut Sept. 22 during the Emmy Awards broadcast on Geneleral Electric Co.'s NBC. The U.S. introduction is followed by launches in 20 global markets.
TV runs on prime-time network shows, cable, sports, late night and syndicated programming; online ads will run on CNET and other tech enthusiast sites. Online advertising was created by Interpublic Group of Cos.-backed Modem Media, San Francisco.