Project Details

Name

Sector

Project Request

Intel

Tech.

TVC in Egypt to launch their AI new chip.

Intel is a global technology leader that designs the processors powering most of the world’s laptops and PCs. With the launch of Intel® Core™ Ultra, Intel introduced its new generation of AI-first processors combining CPU, GPU, and NPU to enable real parallel processing across performance, graphics, and AI acceleration.

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THE CHALLENGE

with the high rising of AI, the market became crowded with high competition on AI features. (Apple.  Qualcomm. AMD)

 

Insight

With the constant digital exposure and AI acceleration nowadays, people have become accidentally tech-aggressive.
Driven by FOMO and endless possibilities, they are exposed to more tools and features that continuously unlock their creativity, making them want to do more, faster, and all at once.

 

Core USP

Intel® Core™ Ultra is engineered with three AI engines working together (CPU, GPU, NPU), Instead of forcing trade-offs between battery, graphics, and AI Intel orchestrates them simultaneously.

STRATEGIC SOLUTION

i repositioned Intel Core Ultra from a performance chip to a parallel behavioural enabler.

Strategic line: #Empower your INTEL-ligence.

CAMPAIGN ROLLOUT

  • We reframed the act of choosing a PC as an intelligent decision in itself.
    In a market crowded with technical comparisons, we positioned Intel not just as a processor but as the smartest choice when buying a PC.

TVC Reframing

  • In the TVC, this idea is embodied through one central character who seamlessly transitions between multiple roles:

    • A student managing research and deadlines
    • A gamer immersed in high-performance gameplay
    • A content creator editing and rendering
    • A professional handling complex task

    Instead of presenting four different personas, we unified them into one modern, high-intensity individual. reflecting how today’s generation lives and works in parallel.

    Through his Intel-powered device, every transition is smooth, creative, and uninterrupted, visually reinforcing that intelligence today is not about doing one thing well, but about mastering many simultaneously.

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