Intel launches new ads focused on 'embracing the future' as emerging technologies take hold

Intel launched a global B2B marketing campaign this week starring “The Future” sitting on a train next to actor Jim Parsons.

The ads' message is focused on sectors where Intel technology is building the future, such as artificial intelligence and autonomous driving. The campaign includes two commercials featuring “The Future” as a character representing how Intel technology empowers businesses to face the future with confidence.

In the first spot titled “Artificial Intelligence,” Parsons points out to "The Future" - who laments that most people are afraid of him - that what Intel is doing in artificial intelligence (AI) is helping business people see trends to stay ahead of the competition. "The Future" gets it and starts telling everyone on the train "we are going to be friends!" while the deadpan Parson apologizes to the other passengers for The Future's exuberance. The second spot, titled “Autonomous Driving,” will highlight how Intel is accelerating the future of autonomous vehicles and 5G network technology.

The campaign is rooted in research that Intel recently conducted among senior business leaders, which revealed a universal anxiety about what the future will bring and a fear of being outpaced by emerging technologies.

“The new campaign brings to life the idea that at Intel, we know the future, because we’re building it,” said Steve Fund, senior vice president and chief marketing officer, Intel. “We'll showcase the advances we're making in emerging technologies today to make the future of business even more amazing.”

“Artificial Intelligence” made in conjunction with agency of record Omnicom Group’sTBWA\Chiat\Day will begin airing on April 18 in the United States, followed by “Autonomous Driving” on April 25. The B2B campaign includes corresponding social and online assets, as well as vertical campaigns in China, Germany, Japan and the United Kingdom.

Laurie Fullerton

Laurie Fullerton is a writer based in Boston, MA with a background in business, sports, community, medical and travel writing. She has been a newspaper editor in the Boston-area, a sports writer covering yacht racing and a community reporter. She has been reporting for The Drum since October 2015.

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