Intel’s new campaign… about their culture!

Yesterday Red Hat’s brand manager, John Adams, showed me a New York Times article about Intel’s new brand campaign that they call “The Sponsors of Tomorrow” that launches on Monday.

From the Times article:

[The campaign] focuses on the amusingly weird, technology-focused culture of Intel and celebrates the company’s role in the future, rather than the present… the ads highlight achievements of Intel engineers in a humorous way.

The campaign is Intel’s first ever that focuses on the brand rather than products… and that’s where its power comes from.

…ad executives began spending time at Intel, and noticed its appealing culture. “We started thinking about Intel, like, ‘OK, what’s it like in the cafeteria when they’re in there eating lunch together?’ There’s got to be a whole hierarchy of people in there who they admire,” Mr. Bell said.

There first few bits are pretty funny and showcase the weird rock star computer nerd culture that exists in every tech company I’ve ever seen. It will be very interesting to see where Intel takes this… and how the public reacts. I’m kind of digging it myself!