By Angela Haggerty | Reporter

January 22, 2014 | 1 min read

The opposites of our own personalities are the focus of a new campaign from Intel and Sony to promote its new range of Sony VAIO 2-in-1 convertible laptops.

The campaign ad, created by Amsterdam Worldwide, focuses on the two sides of users’ own personalities to convey how the dual function of the product in one device can “make the geek and the creative in each of us equally happy”.

Richard Gorodecky, executive creative director at Amsterdam Worldwide, said: “Our tech devices have become very personal extensions of ourselves – the question is ‘which self?’ We all have more than one. Now there is truly one device that can handle both of you, so we created a story to bring that to life.”

The campaign launches online in the US on 27 January and will later roll out to markets in Japan, Asia, Europe and Latin America.

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