mcgarrybowen–which recently picked up JCPenney and Olive Garden–continued its relationship with Intel and ridiculously wealthy Broadway theater star Jim Parsons in a campaign released this week.
The message conveyed by these spots: Intel may not be the hottest tech kid on the block RIGHT NOW, but it was there when shit first went down…in the 80s.
The idea is that the new product follows in a long line of innovations improving the customer’s life experience in various, slightly annoying ways.
Here’s one such benefit from the new processor: better video editing software.
It also means faster wake-up times for your PC, because everyone who wants to be up on the latest tech developments owns a personal computer.
Finally, Mr. Parsons threatens to annoy parents by keeping their kids’ computers charged up during road trips.
Beyond these TV spots, mcgarrybowen also created a series of digital-only videos focusing on one aspect of the new rollout: longer battery life.
First, one guy who definitely doesn’t have any problems that 15 years in psychotherapy would solve comments on how a long-lived battery could improve his online dating experience.
Next, a fantasy football fanatic blames his poor battery life for destroying his chances at a championship.
If you have this problem, you could buy a new PC complete with Intel’s new processor. Alternately, you could pay attention to your battery life alerts and carry your charger with you wherever your laptop goes.
Credits for TV campaign
Managing Director, Executive Creative Director: Marianne Besch
Group Creative Director: Craig Cimmino
Associate Creative Directors: Brian Mekjian, Ryan McCarthy
Art Director: Chris Nelson
Copywriter: Grant Cohen, Kyle Schlinkert
Head of Broadcast Production: Dante Piacenza
Senior Producer: Joe Maire
Content Producer: Jack Mullenix
Executive Music Producer: Jarrett Mason
Production: Brother
Director: Ted Melfi
Director of Photography: Mark Williams
Executive Producer: Rich Carter
Line Producer: Kelli Abraham
Edit: WAX
Editor: Chris Huth
Assistant Editor: Casey Swoyer
Managing Partner, Executive Producer: Toni Lipari
Senior Producer: Evan Meeker
Post Production: WAX
Flame Artists: Mike Grosshandler, Rich Siciliano, Bryan Rosenblum
Colorist: Tim Masik, CO3
Mixer: Mike Marinelli, Sonic Union
Music: Future Perfect
Sound Design: Machine Head/ Sonic Union
Planning Director: Michael Cox
Managing Director: Peter Geary
Account Director: Amy Krieg
Account Supervisor: Courtney LeBlanc
Account Executive: Ayesha Khara
Credits for digital campaign
Managing Director, Executive Creative Director: Marianne Besch
Group Creative Director: Craig Cimmino
Associate Creative Directors: Brian Mekjian, Ryan McCarthy
Art Director: Chris Nelson, Alexander Shelley
Copywriter: Grant Cohen, Kyle Schlinkert, Frances Beuche
Head of Broadcast Production: Dante Piacenza
Senior Producer: Joe Maire
Content Producer: Jack Mullenix
Executive Music Producer: Jarrett Mason
Production: Brother
Director: Ted Melfi
Director of Photography: Mark Williams
Executive Producer: Rich Carter
Line Producer: Kelli Abraham
Edit: WAX
Editor: Jason Sager
Assistant Editor: Casey Swoyer
Managing Partner, Executive Producer: Toni Lipari
Senior Producer: Evan Meeker
Post Production: WAX
Flame Artists: Mike Grosshandler, Rich Siciliano, Bryan Rosenblum
Colorist: Stephen Picano
Music: Found Objects
Planning Director: Michael Cox
Managing Director: Peter Geary
Account Director: Amy Krieg
Account Supervisor: Courtney LeBlanc
Account Executive: Ayesha Khara