https://www.youtube.com/watch?v=Ox4DXRYrvz0
This ad for Intel called ‘Experience Amazing’, for digital and tv, apparently took mcgarrybowen over a year to make. Fitting the iconic Intel jingle into Beethoven’s Fifth Symphony, it’s targeted at millennials:
It will attempt to show consumers a side of the brand they’re not familiar with—specifically, how its technologies don’t just hide in motherboards, but power the worlds of art, design, gaming, music and even space exploration. These applications are nothing new to Intel; what’s new is Intel’s decision to talk about how its systems translate to daily life.
Creating the spot took mcgarrybowen to places like Austria and NASA, and they also hired the musician Kawehi to mix the Fifth Symphony with the company’s jingle. A cross platform campaign, the company wants to show its evolution beyond being just making chips and tech. Via Teresa Herd, their VP-global creative director:
“We have to tell people about all these amazing things Intel has been a part of. When we were working with McGarry, I was like, ‘Did you know that we were in the space shuttle? And the Hubble Space Telescope and Stephen Hawking’s computer?’ Intel’s been part of these huge cultural experiences, and we as a company never talked about them or tried to get credit for them. But we have to let people know. Kids today don’t care about what’s inside — they care about what they get to do with it. That’s been the impetus for the whole campaign.”