Creativity

Tom Brady Has Epic Toothbrushing Moves in Intel's Super Bowl Campaign

Brand Releases First Pre-Game Ad of the Season

By Adrianne Pasquarelli. Published on Jan 12, 2017

Editor's Pick

Intel Corp. is kicking off its second Super Bowl appearance since 2010 and using Tom Brady to do it. The Santa Clara, Calif.-based technology company will air a 30-second spot starring the Patriots quarterback between the first and second quarters. The ad is the first pre-released Super Bowl spot of the season.

The commercial touts Intel's 360 replay technology which offers a full, 360-degree look at key moments in sports, by featuring could-be-epic actions like Mr. Brady yawning, brushing his teeth and eating pancakes off the floor as music swells off-camera. The 360-technology will also be used during Fox's broadcast for the second year in a row.

"We're not just marketing to the biggest TV audience, we're marketing and advertising the technology that connects to our brand story and promise," said Steve Fund, senior VP-chief marketing officer at Intel. "Intel makes amazing experiences possible and is directing people to look for that technology in the game itself ... Aligning ourselves with sports and a sports personality is a great way to bring to life this idea of performance," he said.

Intel worked with McGarryBowen on the campaign; a social endeavor that compiles user-generated videos will be handled internally and released by video on Feb. 5. A 30-second spot in Super Bowl LI is costing marketers around $5 million this year, according to reports.

Read the full story on Adage.com.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Jan 12, 2017
Agency:
McGarryBowen New York
Client:
Intel

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.