The future calculates green
Intel visualizes the performance of its new processor in a TV commercial performance
Intel visualizes the performance of its new processor in a TV commercial performanceBy Thérèse BalduzziA successful combination of art and commerce has been realized in the new, internationally shown commercials for Intel's Pentium 3 processor. The commercials feature the New York performance trio Blue Man Group, which has enjoyed great popularity since the early nineties.
The Blue Man Group has been poking fun at the art scene of the 1980s since 1991 in their show "Blue Man: Tubes" at Astor Place in Manhattan. The blue-painted trio's multimedia spectacle uses countless buckets of paint, Captain Crunch cookies as percussion instruments and paints wild abstractions by throwing paint onto a spinning canvas and analyzing a fish with screwed language teeming with art theory terms.
The blue men started out as street performers and organized, among other things, a "Funeral for the 80's" in which they
buried the postmodern theories of deconstruction art. They are now so successful that they have had to maintain a permanent show in Boston, Chicago and Las Vegas and expand to over 30 Blue Men.
Of course, it is not easy to portray the advantages of a processor in a commercial. The agency Messner Vetere Berger McNamee Schmetterer/Euro RSCG in New York found humorous buddies in the mime trio, who play with the logo of the Pentium 3 processor - three green exclamation marks. At the same time, the robotic movements and futuristic appearance of the blue bald heads reflect something of the nature of the product.
Playful use of three exclamation marks
In the first spot, "Paint", the three blue men find three creative ways to paint the green bars of the exclamation marks (black dots in square form are already present). The first ropes himself down a wall with a large green paint roller, while the second carts a trolley full of paint balloons filled with green paint and catapults them onto the wall with a slingshot until the blobs of paint form a large bar. The third, on the other hand, pours a bucket of green paint over himself and lets himself be catapulted onto the wall. He drags himself along the wall to the floor and "paints" the third stripe, but falls over at the end and remains motionless.
In the second spot, "Keys", the exclamation marks lie on the floor as large green bars. After the first two blue men discover that the bars can be played like a xylophone, the third wants to outdo them in terms of originality. He climbs a ladder to jump onto the third bar, but disappears into the opening. The performances take place without words, accompanied only by the music of the Blue Man Group. Only at the end does a voiceover say "Get the Power of three, get the Pentium 3 Processor", whereupon the Intel logo and the Pentium 3 processor appear.
This means that the spots can also be used internationally. In addition to America, they are also broadcast in England, France and Germany and reach the whole of Western Europe via satellite. "The idea was to let images speak for themselves," says Larry Silberfein, CD of the campaign. The spots, which were first broadcast last fall, have not only had a positive effect on Intel: Blue Man Group can also be pleased, the spots work for both sides," says Silberfein.
The Blue Man Group has been poking fun at the art scene of the 1980s since 1991 in their show "Blue Man: Tubes" at Astor Place in Manhattan. The blue-painted trio's multimedia spectacle uses countless buckets of paint, Captain Crunch cookies as percussion instruments and paints wild abstractions by throwing paint onto a spinning canvas and analyzing a fish with screwed language teeming with art theory terms.
The blue men started out as street performers and organized, among other things, a "Funeral for the 80's" in which they
buried the postmodern theories of deconstruction art. They are now so successful that they have had to maintain a permanent show in Boston, Chicago and Las Vegas and expand to over 30 Blue Men.
Of course, it is not easy to portray the advantages of a processor in a commercial. The agency Messner Vetere Berger McNamee Schmetterer/Euro RSCG in New York found humorous buddies in the mime trio, who play with the logo of the Pentium 3 processor - three green exclamation marks. At the same time, the robotic movements and futuristic appearance of the blue bald heads reflect something of the nature of the product.
Playful use of three exclamation marks
In the first spot, "Paint", the three blue men find three creative ways to paint the green bars of the exclamation marks (black dots in square form are already present). The first ropes himself down a wall with a large green paint roller, while the second carts a trolley full of paint balloons filled with green paint and catapults them onto the wall with a slingshot until the blobs of paint form a large bar. The third, on the other hand, pours a bucket of green paint over himself and lets himself be catapulted onto the wall. He drags himself along the wall to the floor and "paints" the third stripe, but falls over at the end and remains motionless.
In the second spot, "Keys", the exclamation marks lie on the floor as large green bars. After the first two blue men discover that the bars can be played like a xylophone, the third wants to outdo them in terms of originality. He climbs a ladder to jump onto the third bar, but disappears into the opening. The performances take place without words, accompanied only by the music of the Blue Man Group. Only at the end does a voiceover say "Get the Power of three, get the Pentium 3 Processor", whereupon the Intel logo and the Pentium 3 processor appear.
This means that the spots can also be used internationally. In addition to America, they are also broadcast in England, France and Germany and reach the whole of Western Europe via satellite. "The idea was to let images speak for themselves," says Larry Silberfein, CD of the campaign. The spots, which were first broadcast last fall, have not only had a positive effect on Intel: Blue Man Group can also be pleased, the spots work for both sides," says Silberfein.
