Deutsch Provides 'Digital Joy' for Intel, Microsoft | Adweek Deutsch Provides 'Digital Joy' for Intel, Microsoft | Adweek
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Deutsch Provides 'Digital Joy' for Intel, Microsoft

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NEW YORK Interpublic Group's Deutsch next week breaks its first work supporting a joint Intel-Microsoft initiative, an Intel representative said.

A TV, cinema and interactive campaign will launch on Sunday and run through December. Themed "Digital joy," ads showcase the "digital lifestyle" consumers are embracing in terms of home entertainment products and services.

Media spending was undisclosed. Deutsch in New York added the project in October.

The work shows neither company's logo but demonstrates how home computers are powered by each supplier's technology.

In one spot, scenes of a speeding, horse-drawn chariot, a car chase, marching soldiers and a dad videotaping his kid's first bike ride all converge on a home PC where a family learns it can access digital media via Intel's Pentium 4 processor with HT Technology and Microsoft's Windows XP Media Center.

Commercials break on ESPN's Sunday Night Football and ABC's Extreme Makeover Home Edition, and direct viewers to a Web site, www.digitaljoy.com, for more information, the client said.