I am sure a lot of people would have seen the current Intel commercials on air. Well, pardon my ignorance, but can someone tell me what is it that they are trying to convey here?
I love the Intel brand and love the way they have progressed from being a R&D focussed organization to becoming a Marketing led organization. But when I saw the new commercial, I was not only confused but also disappointed.
It makes me wonder what was the brief given to the agency? Or was there some kind of gap in understanding the brief. What ever the case, the outcome to me seems to be a blunder. To be honest, as a leader, Intel needs communication that helps them sustain that position (given the fact that there really arent any competitors in that segment - yeah AMD comes a close second but it still isnt there), instead of creating something that really makes someone wonder, is this the same brand which actually stands for intelligence inside a box? Their idea of connoting that their stars/ achievers and may be potential leaders are a bit different is quite powerful and could have been used in an era defining way - it could have helped Intel zoom ahead of its own benchmark by leap years; but its current execution and the outcome seems silly.
Its not only hilarious but un-intel-ligent to show a man who is projected as someone rowdy, uncouth and crude and to top it all a flirt winking at someone in office; being tagged as a leader at Intel! Unless that is precisely what Intel wants to convey. And then, a group of people humming the intel tune in the end - really dont understand the logic behind this.
Well, I guess its time Intel takes note of it and comes up with better ideas suggesting its leadership, lest there be a need for them in future to do image correction.
Again, not being a critic but someone who really loves the Intel brand!
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Jaydeep Deshpande
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After reading the author's(JD) analysis on latest Intel TVC I pondered on the thought that might have been approved in the making of the TVC campaign . What made Intel think about "our hero are little different from yours"
ReplyDeleteIn very recent times I have seen few Intel, IBM commercials on TV and that too trying to transmit quiet interesting perspective. But what made their marketing team realise that its time to hug a change in perspective? May be the source of inspiration came from the new talent playfield designed by some cool technology players emerged in last decade or less than that.
The format of the game has changed and older technology companies may be realising that and to stay competitive they perhaps thought about the way they are currently perceived - hard cut, hierarchical and full of processes -lengthy and consuming. The prudent think tanks very well know that differentiating factor across businesses are now the people who discover ideas or deliver results. And where do you get those sought after people from? and how do you get them? Not and easy answer for many.
In my assumption may be the latest TVC from Intel which signs of with pam-pam-pam is an earnest effort in their way forward to communicate with younger generation by projecting itself as a cool company and a great place to work with.
May be that will bring the change they want to retaining the culture of insight and innovation.
Pam-pam-pam !!