Intel has paired its iconic mnemonic tone with one of the best-known musical compositions in the world for its latest campaign that aims to show the chip manufacturer does more than just power computers.
The company worked with creative agency of record McGarryBowen in crafting its latest video campaign, "Experience Amazing," for more than a year. The journey to create the spot included travels to Austria, working with NASA and hiring one-woman band Kawehi to mix Ludwig van Beethoven's "Symphony No. 5" with Intel's jingle bong.
The company hopes its latest cross-platform campaign will demonstrate how the brand has evolved beyond the perception of just being a chip creator to one that creates "amazing human experiences," said Teresa Herd, VP-global creative director at Intel.
Read more about the campaign over at AdAge.com.