Chip firm Intel appears to have decided that plugging individual CPUs in its advertising campaigns is failing to catch the imagination of your average punter.
Instead, Intel will focus in a soon to come series of ads on how clever it has been technically.
According to the Wall Street Journal, one ad shows a little girl’s room decked out in pink called “your clean room” alongside an Intel “our clean room”, which the chip giant claims is 10,000 times cleaner than an operating theatre in a hospital.
The adverts are a far cry from the days of raw megahertz, when the whole world seemed interested in whether a microprocessor was faster than the competition’s CPU.
In the 1950s and 1960s, spark plug manufacturers spent fortunes promoting the virtue of one of the components of the internal combustion engine over competitors.
Few people apart from car mechanics and car enthusiasts were interested in the type of spark plug in their engine as long as it worked.
Intel and AMD have tried to re-ignite the white heat of technology by marketing multiple cores on a CPU as an exciting concept. But few apart from techno geeks and semiconductor architects appear very interested any more.
The move also reflects a shift by Intel into other potentially lucrative markets such as health care. There’s no details of how much Intel will spend on the pink/blue campaign. The WSJ article is here (subscription needed),