New Integrated Campaign from Doremus Puts Humorous Spin on Performance/Value Dilemma
The first of several uncharacteristically comedic spots include two colleagues playfully disputing the importance of performance and value in the cloud.
“B2B technology marketing is consistently boring,” said Brett Barash, Director of Intel’s Global Creative and Experience Group. “We’re using humor to cut through the noise and show that Intel is the smart choice for real-world workloads in the cloud.”
Doremus used its deep knowledge of the audience to shape the campaign. “Tech decision makers are incredibly smart and generally hate marketing,” said Joe McCormack, Doremus’ Chief Creative Officer. “We’re trying to fly under the radar while delivering a strong story for Intel.”
Doremus collaborated with New York-based production company, Cowboy Bear Ninja, leaning on its content production expertise and network of comedic talent. “Doremus has an expansive understanding of our brand and the creative talent to keep inventing new ideas for Intel,” said Barash. “Cowboy Bear Ninja added so much value to the production. We think this will deliver some great results for us.”
The integrated B2B campaign includes social and online assets, as well as out-of-home advertising in San Francisco, San Jose and Austin. A rolling release will feature a 90-second long form video at launch and 15-second social spots available to view at intel.com/nodebate and Intel social channels.