Intel to Blow "Hundreds of Millions" on Spaghetti Western Ultrabook Ads
April 5, 2012 3:00 PM
comment(s) - last by
Spoof ads are Intel's biggest marketing push to date
Intel Corp. (
) in the 1990s and early 2000s was known for its iconic print ads of clean-room workers in colorful suits. The company, now looking to find a new way to convince users to upgrade their computers and in the process feed Intel's prcessor sales machine, is launching a massive new campaign, which spoofs the spaghetti western genre and promotes how much faster its
are compared to "old fashioned" laptops.
Intel's campaign will reportedly carry a sticker of "hundreds of millions of dollars" -- the biggest campaign at Intel in 10 years -- and is dubbed "A New Era of Computing".
It will start with YouTube and television ads, and be filled in with print ads. Then in April an interactive website will launch to enhance the experience. The ad campaign is being managed by San Francisco ad shop
Venables Bell & Partners
world's largest chipmaker
(revenue) insists that
2012 is "the year of the ultrabook"
. While the ultralight form factor isn't exactly new-hat, having been most notably
championed by early adopter Apple
, Inc. (
) (whose MacBook Air contained Intel chips). Intel feels the time is right for sub-18 mm thick, battery-sipping, fast laptops.
Early reviews of devices
, Ltd. (
), Hewlett-Packard Comp. (
Samsung Electronics Comp.
, Ltd. (
) (among others) have been mixed. The devices face a tough job meeting conflict objectives, such as thin form factor but long battery life; processing power, but cool operation.
It would be easy to chalk Intel's big marketing effort up to mere optimism, but it's likely also a bit of pragmatism. Intel is facing its first real challenge in years as
ARM chipmakers invade its home court
-- the personal computer -- later this year.
This article is over a month old, voting and posting comments is disabled
RE: The majority of consumers, um, consume content...
4/6/2012 9:55:54 PM
Ultrabook is just a marketing term. For someone complaining endlessly about how gimmicky the concept is, you sure eat up their marketing terms like candy.
laptops/netbooks/ultrabooks may as well all be classified as laptops. I don't remember calling my thinkpad a fattop, nor my substantially slimmer Asus a slimtop. Laptops have their own market outside of tablets. Marketing the "ultrabook" is simply a way to improve their margins. Intel profits regardless, they simply profit MORE if someone buys an ultrabook rather than a macbook air, since the airs use cheaper processors with Apple markup rather than expensive intel processors. There really is no losing in this situation since they have a clutch on the market.
"I mean, if you wanna break down someone's door, why don't you start with AT&T, for God sakes? They make your amazing phone unusable as a phone!" -- Jon Stewart on Apple and the iPhone
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