CR Blog

Intel: The Chase

Advertising, Digital

Posted by Patrick Burgoyne, 6 January 2011, 12:47    Permalink    Comments (8)

Looks like 'multiwindow' is going to be the dominant trend of 2011: after The Wilderness Downtown and Sour's Mirror video comes The Chase for Intel, an action movie on a desktop

The Chase was created by San Francisco agency Venables Bell & Partners and directed by Smith & Foulkes of Honda Grrr fame. It attempts to "illustrate the incredible multi-tasking power of the new Core i5 processors" by staging a 105-second chase across a wide variety of programme windows on a computer desktop including iTunes, Facebook, YouTube, Microsoft Office and the Adobe Creative Suite.

Unlike Wilderness Downtown and the Sour video, however, The Chase is a film that simulates a multiwindow environment rather than the real thing and it therefore lacks the engagement provided by inputting personal data and pulling the user's own Facebook page etc that the other two had. Beautifully done though.

Credits
Agency: Venables Bell & Partners
Client: Intel
Executive Creative Directors: Paul Venables, Will McGinness
Creative Directors: Paul Foulkes, Tyler Hampton, David Kim
Copywriter: Josh Parschauer
Art Directors: Beau Hanson, Dan Kenneally
Interactive Design Director: Ezra Paulekas
Production Company: Nexus Productions
Directors: Smith & Foulkes

8 Comments

With more pace and cut down to 15 seconds max it would be mildly amusing...
Curator
2011-01-06 13:19:41


The original execution of 'The wilderness downtown' will always be remembered for its, er, originality but this take on the multiple windows concept is really special. They've really pushed the idea and created some really nice little moments that beg to be wathced again. well done!
Ricky Burgess
2011-01-06 14:12:44


I like it!
But I'm sure in time there will be a couple of people declaring it to be unoriginal and that they're bored with multiple window ad executions - I for one love them!!!
Tom
2011-01-06 14:41:31


Awesome work. Better then all of the multi-window executions to date, despite its lack of interactivity. Wish it was mine.
Curator is a doucher
2011-01-06 18:29:01


I love the way they incorporated social media into the video. You have to watch it few times to identify all the details that they worked up to scratched. Amazing!
magda fst
2011-01-07 09:50:46


This is good! Fun and cheerful.
Matthew Ingram
2011-01-07 15:08:39


On Windows?

Sounds dangerous. Save your work first lads.
n
2011-01-07 15:21:44


A game has now been created of this film that mimics all the various windows and scenarios:

http://www.bionicseed.com/games/chase/
http://apps.facebook.com/intelthechase/
Rowan
2011-05-13 13:46:59


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