The Drum Awards for Marketing - Extended Entry Deadline

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By The Drum Team | Editorial

April 30, 2012 | 2 min read

Intel's biggest marketing campaign since 2003 is hitting the UK this week.

The 'Everything Else Seems Old-Fashioned' campaign kicks off online and features TV, mobile and outdoor advertising.

The computing giant said the global campaign is worth 'hundreds of millions of dollars' and is the firm's most expensive campaign since it launched its Centrino processor in 2003.

And in promoting the new Ultrabook, Intel's consumer marketing manager for the UK & Ireland, Frances Ashcroft, said the company had changed its approach from the last time it ran such a big campaign.

“Instead of talking about a new microprocessor, or Intel the company, we’re taking a cinematic approach to make the ads more about entertainment and ‘talkability’ than specific products or technology," Ashcroft said.

To that end, the campaign features TV spots directed by Daniel Kleinman, the British commercial and music video director who has created title sequences for James Bond films.

The broadcast content will be supported by interactive online ads and exclusive online videos such as behind the scenes footage and alternate endings.

And in a first for Intel the ads will preview on social media before airing on TV.

The first TV advert, called 'Desperado', debuts on UK television on 1 May after a world premiereg through paid promotion on Twitter and exclusive previews via Intel’s Facebook channels.

A spin on the classic spaghetti western, “Desperado” takes place in a saloon where late-19th century gunslingers are frustrated by the lack of performance of their clunky notebooks.

The ads have been created by Venables Bell & Partners in San Francisco with media planning handled by OMD.

"We’re making the ads more personalised, fun and sharable,” Ashcroft said.

“It’s the first time a campaign has been done on this scale. We shot scenes at locations in Spain and China when the original ads were being made to make sure what you see on TV and online will be interwoven.”