Intel pushes Ultrabook with biggest campaign for a decade

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Intel is launching its largest advertising campaign for almost a decade with a push for its Ultrabook computers that uses the message "everything else seems old-fashioned".

The global campaign is valued at hundreds of millions of dollars with the television spots set in the American Old West, ancient China and medieval Britain and directed by Daniel Kleinman, who has created the title sequences for several James Bond films.

An Intel spokesperson said the "everything else seems old-fashioned" represents a new approach to advertising for Intel by focusing on drama rather than product.

Frances Ashcroft, UK & Ireland consumer marketing manager at Intel, said: "Instead of talking about a new microprocessor or the company, we're taking a cinematic approach to make the ads more about entertainment and 'talkability' than specific products or technology."

The first execution called "desperado" debuts on UK television today (1 May) after a world premier paid promotion on Twitter and exclusive previews on the brand's Facebook channels.

"Desperado" is shot in a spaghetti western style and takes place in a saloon where gunslingers frustrated by the lack of performance of their notebooks feel threatened by an Ultrabook-brandishing "new kid in town".

Venables Bell & Partners, which is based in San Francisco, created the global campaign. Media planning and buying has been handled by OMD.

The television executions will be supported by outdoor, online, mobile and in-store activity, representing the largest media spend by Intel since its Centrino campaign of 2003.

Additional television spots include a "house of flying laptops" and "round table" executions set in China and medieval Britain respectively.

Broadcast content will be supported by exclusive online content including behind the scenes footage and alternate endings.

The campaign will be first in Intel's history to preview on social media platforms prior to airing on TV.

Visitors to intel.com/ultrabook can create their own adventures through a series of decisions, which is designed to educate them about Ultrabook’s product features along the way.

Outdoor advertising will echo Intel's 'Sponsors of Tomorrow' creative with straplines such as "Tomorrow Today".

Ultrabook is a category of computer created by Intel designed to feature reduced size and weight and long battery life without compromising performance. 

Follow Matthew Chapman at @mattchapmanUK

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