Intel's global quest

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Intel Corp. tries to stoke consumer demand for PCs today with an estimated $300 million global ad and marketing push for its Pentium 4 microprocessor breaking in network prime time.

Dubbed "Technology Quest," the whimsical campaign created by Havas Advertising's Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, shows a band of space aliens traveling to earth in search of the most advanced technology they can find-the Pentium 4 processor. Three TV spots show the aliens experimenting with digital media via a PC powered by the Pentium 4. In "Digital Transformation," the aliens attach a digital camera to their computer and come upon a video of a beautiful earthling's vacation in Paris. They edit the video, turning the woman into an alien like them.

The TV, print and online campaign runs through early January in the U.S., Europe and Asia. Outdoor advertising is planned outside the U.S. Modem Media, San Francisco, handles online advertising, which starts the week of Oct. 15 on entertainment and technology enthusiast Web sites. Print ads begin this week in entertainment and lifestyle magazines; TV will run on network, cable and syndicated TV in prime time and sports programming.

"We're really trying to associate the Pentium 4 with digital media ... music, video and imaging, and all the fun things you can do," said John Travis, Intel's director of consumer advertising.

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