At first glance, Hard Meets Soft sounds more like a Web site for Cialis than for a computer-chip maker like Intel. The site’s videos, directed by Christopher Guest, advertise some new integration of software and hardware that I’m not equipped to explain. (And yes, they’ve been out for a while.) While Guest’s take on such innovation has produced one of the most limp-wristed songs I’ve ever heard, the spot as a whole is funny. The Internet could use more people like Guest, who know just how far to run with an idea or gag. As the man himself puts it, “When you create advertising for the Internet, the work has to be worth people’s time. It has to charm more than sell.” Just like tiny Stonehenge.
—Posted by David Kiefaber