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Warning: Intel's Ultrabook Marketing is "Cinematic and Epic"

By - Source: Intel | B 39 comments

Get ready to be bombarded with commercials and print ads promoting Intel's Ultrabook form factor.

Intel's new push for Ultrabooks will be the company's largest campaign since the big Intel Centrino campaign of 2003, the company said on Wednesday.

Starting this week, consumers will be bombarded with television commercials, online experiences and print ads that Intel is hailing as "cinematic and epic." The multi-faceted global campaign will be called "A New Era of Computing" and aimed to market the Ultrabook form factor experience as a new "exciting and innovative" way to work and play.

"'A New Era of Computing' is going to be very different from what you’ve seen from Intel in a long time," said Kevin Sellers, vice president, Sales and Marketing Group and director, Advertising and Digital Marketing. "This is not a campaign where we’re talking about the microprocessor or Intel the company. Instead, we’re giving a cinematic and epic feel to how Intel-inspired Ultrabook systems are ushering in a new era of computing and making everything else seem like ancient history."

The initial spots will set out to make your desktop look like a dried up tombstone, set in the American Old West, ancient China and medieval times. The Ultrabook will shine like fresh alien technology delivered straight from the heavens while sweeping aside the old-school solutions we use today. The spots were directed by Daniel Kleinman, a British TV commercial and music video director who also helmed the title sequence for several James Bond movies.

"Desperado" will debut on April 6 after a world premiere through paid promotion on Twitter. "House of Flying Laptops" will highlight Ultrabooks’ extended battery life while nodding to stylish martial arts films like "House of Flying Daggers" and "Crouching Tiger, Hidden Dragon." The third commercial, "Round Table," will be set inside a medieval European castle and underscore Ultrabooks' small form factor and high performance.

Each ad ends with a metaphoric twist as the original ancient setting transforms to a modern-day one," Intel said. A voiceover at the end says, "Suddenly, everything else seems old-fashioned. Ultrabook. Inspired by Intel."

The three commercials will be staggered through May in the United States and abroad. However the campaign will allow consumers to interact with the spots online starting mid-April. "We’re expanding the stories of the commercials, making them more personalized, fun and sharable," Sellers said. "Nothing like this has been done on such an epic scale. We shot scenes for the interactive experience as we were making the commercials in Spain and China to ensure that what you see on TV and online will be beautifully interwoven."

Print ads that debut on April 23 in initial markets will suggest how futuristic the Ultrabook is, the company said.

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Top Comments
  • 20 Hide
    p05esto , April 4, 2012 4:47 PM
    Lame idea Intel. Instead of bashing desktops (your bread and butter), why not just show how equally nice and useful the ultrabooks are? They sure are nicer and more functional (and durable) than tablets. A nice form factor with a built in screen protector (lol) and a real keyboard... wow, amazing. Tablets suck for anything but surfing the web, casual games and very short email replies.
Other Comments
  • -7 Hide
    zorky9 , April 4, 2012 4:46 PM
    Mac's response: Arise, Justin Long!
    Yay! expect to see more lame ads soon.
  • 20 Hide
    p05esto , April 4, 2012 4:47 PM
    Lame idea Intel. Instead of bashing desktops (your bread and butter), why not just show how equally nice and useful the ultrabooks are? They sure are nicer and more functional (and durable) than tablets. A nice form factor with a built in screen protector (lol) and a real keyboard... wow, amazing. Tablets suck for anything but surfing the web, casual games and very short email replies.
  • -9 Hide
    DSpider , April 4, 2012 4:57 PM
    "Ultrabook" is such a stupid name. There's nothing "ultra" about them! The Macbook Air has been around since 2008 or so with their whole "Ooh, look at me, I can fit into an envelope" ads, and they're just now coming up with this crap?

    Sorry, Intel. You missed your window there, buddy...
  • 3 Hide
    Yuka , April 4, 2012 5:09 PM
    So this is the best they come up with? Cowboy and Aliens? I thought they had cash to spare, but this is plain throwing it down the drain.

    I think this money would've been better spent making the notebooks cheaper for OEMs and consumers.

    Cheers!
  • -6 Hide
    sanirudh , April 4, 2012 5:13 PM
    Will Megan Fox be pouting in their ads?
  • 5 Hide
    annymmo , April 4, 2012 5:36 PM
    We really have actually no need for something between a tablet and a normal notebook.

    This ultrabook stuff are just light laptops.

  • -6 Hide
    Anonymous , April 4, 2012 5:51 PM
    but can it play Crysis ?
  • 0 Hide
    jdamon113 , April 4, 2012 6:02 PM
    Dspider intel did not miss anything when it comes to the air. Its intel inside.
    What they have missed or have not yet tried is the Pads.
    Pay attenction
  • 7 Hide
    MKBL , April 4, 2012 6:06 PM
    Marketing should have solid footing in reality to bring in sustainable success. I doubt the Ultrabook concept will carry such epic advantage or leapfrog advancement to end users eventually. I'm scratching my head while trying to find anything new there. If this Ultrabook had come to market 5 years earlier with the same price level, I might be bought up by the cinematic and epic marketing. Now that I get used to many under- $900 performance laptops, this is nothing but to squeeze the market in order to compensate dipping pocket due to sagging market growth.
  • 0 Hide
    scannall , April 4, 2012 6:25 PM
    At the bottom line, Intel doesn't care who makes the computers with their CPU's. A sale to Apple or a Sale to Asus is the same to them. The Ultrabook concept was a nice idea, to get people thinking about something that computer manufacturers could actually turn a profit on for a change. But the race to the bottom, with all the cheap crappy parts that entails got started way too fast for it to have any real impact.
  • 2 Hide
    milktea , April 4, 2012 6:28 PM
    There are people looking forward to the Ultrabook (but not the Ultrabook we see today). It should in the near future replace both the "touch" tablets and the full blown "keyboard" laptops. It's all about performance and portability all integrated into ONE! This won't appeal to the DIY desktop gurus.
  • 2 Hide
    CaedenV , April 4, 2012 6:36 PM
    DSpider"Ultrabook" is such a stupid name. There's nothing "ultra" about them! The Macbook Air has been around since 2008 or so with their whole "Ooh, look at me, I can fit into an envelope" ads, and they're just now coming up with this crap?Sorry, Intel. You missed your window there, buddy...

    ... You do realize that the Macbook Air runs on Intel. They missed nothing.
    Besides, the macbook air is/was more akin to a netbook than a notebook. These ultrabooks are supposed to have the speed/capability of a notebook, but in a much thinner (not necessarily smaller height/width) package. Also, some of these are thinner than the Air... which is nothing but impressive.

    Still, you won't find me using one any time soon as I have a hard time justifying hauling around a $1000 item that can sprout legs. It's $300 netbooks and a monster desktop for me. Great combination that has worked well for me for a few years now :)  But in time as prices fall I could see myself getting an ultra book in 3-5 years... but by then I bet companies will not make traditional notebook/laptops anymore. The PC isn't dead... the traditional laptop is.
  • 4 Hide
    wiyosaya , April 4, 2012 6:53 PM
    So, they start this campaign and if the succeed, they succeed in decreasing desktop sales? Interesting. This seems counter-productive to me.

    While they may convince desktop users who only use their desktop for the mundane, I highly doubt that they will convince power user, gamer, or workstation desktop users to switch to an Ultrabook.

    My wife bought a Toshiba Z835-P330 "Ultrabook." While it is a very nice laptop, she still uses her desktop for Excel because of the "extra space" on her 24" monitor.

    Personally, I cannot conceive of running some of the apps I have on a present-day Ultrabook no matter how much chipzilla tries to convince me that Ultrabooks are as capable or better than a desktop. Then again, I consider myself in the power user class.
  • -2 Hide
    brickman , April 4, 2012 7:19 PM
    Why not show some I7 commercials or better yet release the new CPUs :D 
  • 4 Hide
    Wisecracker , April 4, 2012 7:35 PM

    I hope Intel does not have a tough time explaining how 'A New Era of Computing' is spelled ...

    T-R-I-N-I-T-Y

    ;) 

  • -2 Hide
    mikenygmail , April 4, 2012 8:13 PM
    Intard's UltraBloated price notebooks will fail.
  • 3 Hide
    mikenygmail , April 4, 2012 8:15 PM
    Worst title ever: Warning: Intel's Ultrabook Marketing is "Cinematic and Epic"
  • 5 Hide
    shafe88 , April 4, 2012 8:15 PM
    Quote:
    So, they start this campaign and if the succeed, they succeed in decreasing desktop sales? Interesting. This seems counter-productive to me.
    If Intel does succeed in decreasing desktop sales, their ultrabook is going to have a hard time competing with AMD's ultrathin's when it comes to price and graphics performance. Why get a fast processor and a slow gpu when you can moderate speed processor and a fast gpu for less money.
  • 5 Hide
    shafe88 , April 4, 2012 8:18 PM
    Flinstone56001but can it play Crysis ?

    No it cant play Crysis, why even ask when you it can't. Now if where talking about Ultrathis's from amd, that's a whole different story.
  • 2 Hide
    MKBL , April 4, 2012 8:25 PM
    We may be seeing the beginning of Intel's demise. Someone up there devised a plan, which could have been great a few year earlier, but too late to be successful. It seems that Intel doesn't have internal voice strong enough to override the faulty idea, and keep wasting a lot, instead of correcting it. I'm not saying that the failure of the platform itself will derail such a big giant, but I'm more interested in long-term consequences of the corporate culture that has allowed such venture that is so risky but not wouldn't be rewarding even if it turns out as a success. Their strategy department should be either delusional, or dysfunctional.
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