Intel goes back to "Entertainment in your lap" campaign
Intel this week is introducing new TV spots, a refresher of its Centrino "Entertainment in your laps" campaign. The ads support Intel's new focus on Intel Centrino Duo technology with dual-core processing. In this series of ads, celebrities appear on a users' lap in place of a laptop.
The three new TV spots star Mariah Carey, Elijah Woods and Jacques Villeneuve and will air on EPSN and E! Online ads will run on Yahoo and AOL. Jacques Villeneuve is also one of the drivers for BMW Sauber F1 Team, in which Intel is the "Official Corporate Partner" for the team.
The Mariah Carey spot aired during the Grammy Awards presentation on CBS. Carey makes her TV commercial debut in the spots from McCann-Erickson NY. In the spot, a man is working on his laptop wearing headphones. Carey appears on his lap. "Making a playlist for your girl?" she purrs. "Yeah, my, uh, our favorite songs," he meekly replies. "Like this one?" Carey launches into song. Voiceover says: "With the new Centrino Duo, your digital entertainment really comes to life."
Intel started the "Entertainment in your lap" in September 2005, featuring celebrities like Tony Hawk, John Cleese, Lucy Liu and Seal. TV, print and outdoor were part of the multimillion-dollar campaign.
"Our first 'Laps' campaign for the Intel Centrino was really successful; we have strong attention and recall and consumers got the message on how powerful mobile technology enables entertainment on the go," said Sean Connolly, integrated marketing manager at Intel. "We are building on this success - and bringing in more celebrities that people are excited to see."
Intel is trying to maintain market share against competition from other chipmakers like AMD. (Brandweek)
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