Intel Corporation is entering the ‘official’ stage of its biggest marketing campaign in a decade that promotes its Ultrabook by rolling out three TV spots that were available online starting mid-April. The multi-faceted global and creative campaign also features online activities and print ads.

Called ‘A New Era of Computing,’ the campaign uses the idea of excitement and innovation Ultrabook users can experience. TV spots set in the American Old West, ancient China and medieval times show a guy with an Ultrabook under his armpit. The guy experiences adventures in historical surrounding. The humorous spots were directed by Daniel Kleinman, a British TV commercial and music video director known for creating the title sequence for several James Bond movies.  Each ad end with a scenery from a modern day life and  a voiceover says, «Suddenly, everything else seems old-fashioned. Ultrabook. Inspired by Intel.»

The multi million dollar campaign was created by Venables Bell & Partners San Francisco that also curated Intel’s last ‘Sponsors of Tomorrow’ brand campaign that launched in 2009.  led global media planning of a campaign was led by OMD.

As for digital experience created by Interlude, visitors to intel.com/ultrabook can create their own adventures through a series of decisions while getting to know more about Ultrabook’s features.  Except for the US, the TV spots will run in Australia, Brazil, China, Germany, India, Russia, the UK.

«We’re expanding the stories of the commercials, making them more personalized, fun and sharable,» said Kevin Sellers, vice president, Sales and Marketing Group and director, Advertising and Digital Marketing.

«Nothing like this has been done on such an epic scale. We shot scenes for the interactive experience as we were making the commercials in Spain and China to ensure that what you see on TV and online will be beautifully interwoven.»

Earlier, Intel promoted the Ultrabook in a Pop-up Theater and the ‘Temptations’ campaign.