14 DAY TRIAL // Intel is either excited about ultrabooks or worried that they aren't seeing the sort of success it hoped for when it first came up with the idea.
The Santa Clara, California-based company has begun its latest advertising campaign meant to bring ultrabooks to the attention of everyone in the world.
This time around, Intel is really bringing out the big guns, some might say literally.
One of the ads is a spoof on the film “Desperado” and is called, surprise surprise, “Desperado.”
It shows 19-century gunslingers frustrated at their big, bulky laptops and threatened by the new guy in town that has a quick and light Ultrabook.
Another ad is the “House of Flying Laptops,” a spin on martial arts films “House of Flying Daggers” and “Crouching Tiger, Hidden Dragon.”
A third advertisement is “Round Table,” set in a medieval European castle, where a woman with a “mystical device” (ultrabook) saves the day by walking in on a meeting between the King and his knights (and their agonizingly slow computer).
“A New Era of Computing’ is going to be very different from what you’ve seen from Intel in a long time,” said Kevin Sellers, vice president, sales and marketing group and director, advertising and digital marketing.
“This is not a campaign where we’re talking about the microprocessor or Intel the company. Instead, we’re giving a cinematic and epic feel to how Intel-inspired Ultrabook systems are ushering in a new era of computing and making everything else seem like ancient history.”
We aren't sure how good an idea it is to use previous ages for this sort of thing, but we suppose Sci Fi themes are getting more or less old too.
“We’re expanding the stories of the commercials, making them more personalized, fun and sharable,” Sellers said.
“Nothing like this has been done on such an epic scale. We shot scenes for the interactive experience as we were making the commercials in Spain and China to ensure that what you see on TV and online will be beautifully interwoven.”