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Ask anyone what DreamWorks animation, prosthetic hands and the Space Shuttle program have in common, and you'd probably get a blank stare. At least until today, when Intel's latest branding campaign debuts at 1:00 p.m. Eastern Time. (See the video at the bottom of this story.)
Titled "Experience Amazing," the new campaign—slated for both the Web and TV—is an ambitious step for the 48-year-old silicon giant. It will attempt to show consumers a side of the brand they're not familiar with—specifically, how its technologies don't just hide in motherboards, but power the worlds of art, design, gaming, music and even space exploration.