The campaign carries with it a tagline under the Intel logo, which labels the company as “Sponsors of Tomorrow.”
While Intel has advertised with commercials before (remember the dancing bunny men and the Intel Inside chime?), this time around the chipmaker wants to boost its image so that consumers will prefer Intel-made chips over the competition.
"We want people, when they decide they need a new laptop, to make sure they're going to look at Intel inside," said Nancy Bhagat, director of integrated marketing at Intel.
The first 30-second spot has Ajay Bhatt, co-inventor of the USB, walking through a staff room with women swooning at him. He pours himself a cup of coffee into his Intel-branded mug, signs a few autographs before the screen transitions to the message, “Your rock stars aren’t like our rock stars.”
On Intel’s YouTube channel, the campaign is described, “Rather than focusing on a new product, the 2009 "Sponsors of Tomorrow" ad campaign celebrates what makes Intel different culture, personality, heroes -- and ways Intel has helped change the world for over 40 years.”
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