Intel Digs Deep to Source Conflict-Free Minerals for Its Chips

New 'Look Inside' ad follows five-year effort

IDEA: In a keynote speech at this year's Consumer Electronics Show, Intel CEO Brian Krzanich spoke of the company's commitment, begun five years ago, to source conflict-free minerals for its microprocessors. Today, that effort is far enough along that it gets its own commercial—a two-minute spot as part of the "Look Inside" campaign from Venables Bell & Partners.

@nudd Tim Nudd is a former creative editor of Adweek.