brand, culture

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!

About Chris Grams

Chris Grams is Head of Marketing at Tidelift. He is also the author of The Ad-Free Brand: Secrets to Successful Brand Positioning in a Digital World.

Discussion

3 thoughts on “Intel’s new campaign… about their culture!

  1. Yep, I’m a fan. Could be an ad for any tech circle, conference or company. Love it!

    Posted by Andy Futzsimon | May 9, 2009, 3:55 pm
  2. Love the commercial. Thanks for pointing it out. I once saw a girl ask Gavin King to sign her body.

    Posted by Rebecca G. | May 10, 2009, 4:36 pm
  3. But why not use the real Ajay?

    Posted by This Dave Johnson | May 27, 2009, 12:40 pm

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

Hey, I Wrote a Book!

The Ad-Free Brand: Secrets to Building Successful Brands in a Digital World

Available now in print and electronic versions.

%d bloggers like this: