Intel Launches New Ad Campaign for MMX Technology that Puts the Fun in
Computing
"Seinfeld" Star Jason Alexander and Intel "Bunny People" Featured in New Commercials; Only
Technology Company to Debut Ad During Super Bowl; First Time Intel Advertises on Super Bowl
SANTA CLARA, Calif.--(BUSINESS WIRE)--Jan. 22, 1997--To showcase how Intel's Pentium(R) processor with MMX(TM)
technology creates a more fun experience for consumers, Intel said today that it is unveiling a new advertising campaign which includes
two series of entertaining commercials.
NBC's "Seinfeld" star, Jason Alexander, will debut tonight (Wednesday, January 22), in a tongue-and-cheek commercial featuring Intel's
ProShare(TM) videoconferencing technology titled "Blind Date."
A second ad series titled "Bunny People" will debut on Sunday's Super Bowl broadcast. ("Bunny Suits" is the industry term for white
outfits worn by manufacturing technicians to maintain a sterile environment in Intel chip fabrication plants. "Bunny People" are those who
wear bunny suits.)
These ads feature a colorful group of Intel manufacturing workers who illustrate how Intel's MMX technology is more visually lifelike,
enables top-quality sound, and -- most of all -- fun for consumers to use. Intel is the only technology company to advertise during the
Super Bowl this year. The company introduced the new Pentium processor with MMX technology on January 8.
Kicking Off at the Super Bowl
"Over the years, Intel's chip technology has fostered a tremendous growth in the capabilities of the personal computer, which now appeals
to a broader range of users than ever before," says Dennis Carter, vice president and director of Corporate Marketing at Intel. "We have
chosen to advertise during the Super Bowl because we see it as a great venue to introduce our new Pentium processor with MMX
technology to the broad consumer marketplace."
The Super Bowl ads portray a colorful group of dancing "Bunny People" shown adding fun to the new chip. "These commercials are
humorous, high-tech fantasies that show how fun computing can be with MMX technology. The spots demonstrate in a playful way the
vivid color, quality sound and rich experience consumers can have with a new personal computer based on the Pentium processor with
MMX technology," said Ann Lewnes, director of Worldwide Advertising at Intel.
Entertaining Ads Reflect a More Exciting Computer Experience
Directed by Jim Gartner who is known for spots such as Pepsi's "Dad's Blessing," HBO's "Falling TV" and Visa's "Burro," and created by
Euro RSCG Dahlin Smith White, two spots called "Blind Date" feature actor Jason Alexander. In each of the two spots, Jason
Alexander's character is foiled in his attempts to impress two different blind dates whom he has called using Intel's video phone on a PC
featuring the Pentium processor with MMX technology.
In the second series of spots, Intel introduces a group of new characters -- "Bunny People" -- a take-off on employees in "bunny suits"
who work in processor fabrication plants at Intel. The setting of the first spot is a traditional Intel fabrication plant which is contrasted with
a fanciful representation of the "MMX technology department" where Bunny People add the fun ingredient to the processor which will lift
consumers' PC experience to exciting, new heights.
A second ad focuses exclusively on the "MMX technology department." The ads were directed by Bob Giraldi, famous for Michael
Jackson's "Beat It," "Reebok" with Shaquille O'Neal, and Pepsi-Cola spots with Michael Jackson and Lionel Richie. The ad concept was
created by Euro RSCG Dahlin Smith White. The first of these ads breaks during the Superbowl on Sunday, January 26.
Both the "Blind Date" and "Bunny People" spots will air also during prime time on major networks, as well as news, sports, late night and
cable programming. In addition, Intel is complementing the campaign with print ads shortly after the broadcast release. Intel is devoting a
record number of advertising dollars to the worldwide Intel MMX technology campaign -- part of a wider effort which includes online
(http://www.mmx.com) and retail activities as well.
Consumers can obtain additional information about the Pentium processor with MMX technology on the Worldwide Web at
intel.com. Intel, the world's largest chip maker, is also a leading manufacturer of personal computer, networking and
communications products. Through innovative technologies, Intel is committed to improving the Internet experience for PC consumers.
CONTACT: Intel
Kathy Melcher, 503/264-0139
kathy_melcher@ccm.jf.intel.com |
