For past several months Intel has been pushing its Ultrabook thin-and-light laptop design specs, following which companies like HP, Lenovo, Asus, Samsung and others have released notebooks meeting the Ultrabook requirements.
Today, Intel launched a new campaign, titled "A New Era of Computing" aimed at marketing the Ultrabook experience in exciting and innovative ways to consumers.
The multi-faceted comapign will include a series of TV ads, such as the one embedded below that spoofs spaghetti Western movies. The ad tries to show that an Ultrabook-based notebook is faster than the "old fashioned" laptop.
"Does your computer run slower than a 3-legged mule? Introducing Ultrabook -- inspired by Intel. Everything else seems old fashioned."
The new Ultrabook campaign will also include print ads and in the middle of April Intel will also launch a new Ultrabook web site where people will experienced an interactive expansion of the TV commercials. Intel says that this is the biggest marketing campaign it has run in the past 10 years, costing "hundreds of millions of dollars."
Each ad ends with a metaphoric twist as the original ancient setting transforms to a modern-day one. A voiceover at the end says, "Suddenly, everything else seems old-fashioned. Ultrabook. Inspired by Intel."
"Desperado" debuts on American television on April 6 after a world premiere through paid promotion on Twitter. "House of Flying Laptops," highlighting Ultrabooks' extended battery life and a nod to such stylish martial arts films as "House of Flying Daggers" and "Crouching Tiger, Hidden Dragon," begins in an ancient Chinese temple during the Ming Dynasty. Two traditionally dressed women, each wielding a bulky, power-hungry laptop, engage in an epic battle over a single available power outlet. Their attention quickly turns to a modern woman sitting at a nearby table and working on her Ultrabook, Intel notes.