Intel is to launch a ‘cinematic and epic’ marketing campaign to promote the ultrabook notebook form factor, the chipmaker’s largest campaign in nearly a decade.
The campaign is to be called "A New Era of Computing" and will cost the tech giant hundreds of millions of dollars, the largest such marketing investment since the 2003 launch of the Intel Centrino.
Intel will not, however, be running adverts that talk up the technical prowess of the firm’s processors but rather the high budget TV adverts will present 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," said Intel sales and marketing chief Kevin Sellers.
The ads will be set in the American Old West (pictured), ancient China and medieval Britain. However despite being directed by British commercial director Daniel Kleinman, Intel doesn’t appear to have plans to show the adverts in the UK.
Instead the adverts are being shot in such a way to be used in interactive online advertising which will appear in Europe. Visitors to Intel’s ultrabook web site will be able to "create their own adventures through a series of decisions while becoming educated on ultrabook’s product features along the way," Intel announced.
The US version is set to launch on the 13th of April with the rest of the world to follow by the end of the month.
The voiceover at the end of one television advert will conclude: " "Suddenly, everything else seems old-fashioned. Ultrabook. Inspired by Intel."
“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," said Sellers.