For many, the word that first comes to mind when thinking of Intel is "processor". However, despite being widely regarded as the leader of its field, the semiconductor giant is hoping to change its processor-orientated image by launching its biggest ad campaign in three years.
Dubbed "Sponsors of Tomorrow", the multi-million-dollar ad campaign - designed by Venables Bell & Partners in San Francisco - focuses its attention on Intel's history of innovation and its ambition for the future.
Launching on May 11th in the United Kingdom, United States and Germany, the "Sponsors of Tomorrow" campaign will expand to encompass two dozen countries and will become the first Intel ad campaign to shift its focus from Intel processors to the brand as a whole.
Expected to run for at least three years, the campaign will focus on print, online, outdoor and other advertisement placement and will attempt to convey Intel's message in a humorous manner. Take for example the sample pictured below, in which hired actors depict Intel engineers doing their thing.
Commenting on the campaign, Gail Hall, Intel UK and Ireland marketing director, said:
For over 40 years Intel has been delivering tomorrow’s normal, and our new marketing campaign is a way for the world to be made aware of this fact. We’re hoping to convey that we’re not just a microprocessor company, but a move-society-forward-by-quantum-leaps company.
Our image, our brand are far too powerful to just be a microprocessor when, in fact, the greatest strength of the Intel brand will always be what is still to come. What Intel develops today leads the path toward a better tomorrow.
Sponsors of Tomorrow will launch at 09:30 on May 11th, beginning with a group of Intel employees ringing the ceremonial opening bell for the NASDAQ Stock Market. The campaign can be followed at www.sponsorsoftomorrow.com.
