E.T., E-Mail Home: Intel Breaks Mobile-Processor Ads

Intel’s little blue aliens return to TV this weekend, this time in a spot demonstrating the “versatility and excitement” of the Mobile Pentium 4 Proc essor-M for notebook computers. The campaign, from Messner Vetere Berger Mc Namee Schmetterer/ Euro RSCG, is aimed at all PC buyers.

Intel has not advertised its Mobile processor on television since it aired a campaign aimed at business customers in 1995. The aliens first landed on TV last October in Intel branding spots.

The campaign will run during sports programming and on prime time, as well as on cable and late night, said John Travis, client director of worldwide consumer advertising.

The first spot “stresses freedom and mobility,” Travis said. An alien uses a notebook computer while lounging in space. As Frank Sinatra’s “Fly Me to the Moon” plays, a voice over says, “Get a powerful desktop PC without the desk.” The Mobile’s new tagline is, “Do more. Carry less.”

Another spot, set to break in late April, touts the processor’s ability to enhance a com puter’s music output. Two aliens enter a dull interstellar café. One inserts the processor into a jukebox, and the joint is transformed into a rave.

Sources said the campaign is considered a critical one for MVBMS, indicating that the relationship between agency and client has been “shaky.” Both Travis and agency representatives declined to comment on the relationship.

Intel, based in Santa Clara, Calif., was inspired to expand beyond the business market by estimates from industry analyst IDC that 30 million notebooks will be sold this year.

Intel spent $120 million on advertising in 2001, according to CMR.