Jim Parsons Tells Intel’s Past and Future in Ads for Its Snazzy New Processor

Mcgarrybowen brings back sitcom star

A year ago, Jim Parsons starred in his first major brand campaign—for Intel, having out-nerded 60 other actors for the endorsement deal. Now, in his sophomore effort for the tech marketer, the Big Bang Theory star plays everything from brand historian to prankster, as he introduces Intel's new sixth-generation Core processor.

In TV spots and social videos from mcgarrybowen, Parsons highlights the processor and the benefits associated with it. Along the way, he takes a journey through Intel's past (with cameos by earlier decades' unfortunate fashions), sings along with a child's video (which never has to end, thanks to the processor's less draining effect on computer batteries), advises a terrified skydiver (about editing and sharing his horrifying footage) and wakes up a sleeping man (like the processor instantly wakes up computers from sleep).

"We brought back Jim Parsons, who consumers loved for his fun, approachable style and connection to technology, as the star of a series of ads spotlighting the new chip and the many innovations that Intel has delivered throughout the years," said mcgarrybowen group creative director Craig Cimmino.

"Our sixth-generation Intel Core processor is our best ever, and we wanted to market it in a way that supported this fact," said Steven Fund, chief marketing officer at Intel. "The advertising utilizes compelling claims around meaningful points of difference versus prior generations, clearly highlighting the consumer benefit through improvements in increased battery life, 4k video editing and instant wake up."

Separately, mcgarrybowen has created social videos called "Dead Battery Eulogies," which humorously show people grieving over sudden loss of battery life.




"One key feature that we found particularly interesting was the new processor's ability to extend a PC's battery life," said Cimmino. "Let's face it: We've all had our battery die on us at opportune times. To highlight that universal commonality, we created a separate series of 'Dead Battery Eulogies.' People are already voicing their frustrations about battery life online, and so these videos are designed to say to consumers, 'Hey, we hear you, and we've created a solution.' "

CREDITS

—Jim Parsons spots

Client: Intel

Agency: mcgarrybowen

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: Michael 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

—Eulogies Spots

Client: Intel

Agency: mcgarrybowen

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