The film shows five Intel employees literally shot into the air and aims to “offer an alternative take on the brand”, which is more well known for its computer processors.
The Cannonbell viral was created and designed by MRM London. Intel says it “forms a brand-level communication that endeavours to present the brand in a new and creative light. “
In order to recreate the distinctive five-note Intel jingle, five Intel Finland employees – dressed in blue jumpsuits and sporting red crash helmets and neck braces – are fired from cannons into a large wind chime. Each “human cannonball” strikes a tube of the wind chime, successfully playing the notes of the Intel tune.
Gail Hall, UK and Ireland marketing director for Intel, says: “With the Cannonbell viral, we want to demonstrate that as a brand Intel is “human” at its core – and as such capable at times of not taking itself too seriously. Through techniques such as viral videos, we believe we are able to connect with consumers in different one-to-one ways that help broaden perceptions of the brand, ultimately engendering greater recognition.”
In addition to creating the viral, MRM London has also designed the landing pages where viewers of the viral are directed.
Intel unveiled the Sponsors of Tomorrow campaign in May. It aims to emphasise Intel’s latest technological innovations, demonstrating how the brand is helping to shape the future and also showing the human side of Intel. The integrated campaign is Intel’s first initiative focussing on the promotion of the Intel brand rather than a processor product.
To view the viral click here