"Sponsors of Tomorrow": nerdy love

When we moved to Pennsylvania four years ago we didn’t bother getting television (except one channel with bad Russian soaps, which apparently we can’t do without). But when I do stumble on American television, the commercials are almost always excellent. My favorite is Intel’s “Sponsors of Tomorrow” ad campaign. Here’s the best one:

To the sound of a blaring guitar riff our protagonist enters the room—dress pants, tie, sweater vest, identification card, everything. The ladies go crazy. He’s a little short, but he’s hot.

Intel describes the campaign as “celebrat[ing] what makes Intel different—culture, personality, heroes—and ways Intel has helped change the world for over 40 years.” The campaign focuses on Intel’s nerdy culture—nerdy humor, nerdy hobbies, and, in this ad, nerdy omigosh-omigosh-omigosh-can-I-have-your-autograph—coupled with products of this culture (in this video, the USB) that revolutionized, well, everything. A potential pitfall of the ad campaign is its implied argument that nerdy culture leads to good products.

But is that a problem? Urban Dictionary defines nerdy as a “term used for people or persons who are into books, computers, ect.” Nerdy is smart, but most importantly nerdy is passionate. By portraying Intel engineers as nerdy the campaign is conveying that they know what they’re doing and love doing it. That describes a person that, personally, I would trust with my processor.

Urban Dictionary also defines nerdy as “the new sexy”—I agree.


~ by science cow on November 4, 2009.

2 Responses to “"Sponsors of Tomorrow": nerdy love”

  1. Fun entry, Lydia! A large part of the humor and attraction of the ad comes from the music, which contrasts so jarringly with the image of the computer nerd (who should be listening to….classical?). Here, we are offered few words…mainly images and sound.

    How does one get just one channel with bad Russian soaps in PA?!

    • Thank you! It’s a fun commercial.

      We have a special package from Dish Network that gets NTV (Russian channel in America). In addition to bad Russian soaps, it also shows news from Moscow, Russian television, American television translated into Russian, and old Soviet movies.

      Funny story–
      Once, NTV was showing a more than somewhat biased film about America’s part in I forget what war. It took a rather harsh stand, and about ten minutes into it the satellite lost signal–only it didn’t lose signal for all the channels, or even ANY channels other than NTV. The weather was fine, and once the film ended NTV came back on.

      I understand that the film might be a bit offensive, but where is our freedom of the press?

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