Intel

Information / Credits

The campaign, "A New Era of Computing," is aimed at marketing the Ultrabook experience in exciting and innovative ways to consumers. Valued at hundreds of millions of dollars, it is the largest marketing spend for the company since launching Intel® Centrino® in 2003. “House of Flying Laptops,” highlights Ultrabooks’ extended battery life and a nod to such stylish martial arts films as “House of Flying Daggers” and “Crouching Tiger, Hidden Dragon.” Beginning in an ancient Chinese temple during the Ming Dynasty, two traditionally dressed women, each wielding a bulky, power-hungry laptop, engage in an epic battle over a single available power outlet. Their attention quickly turns to a modern woman sitting at a nearby table and working on her Ultrabook. As with the other TV spots in the campaign, the ad ends with a metaphoric twist as the origin

CLIENT NAME: Intel Corporation BRAND: Ultrabook SPOT NAME: House of Flying Laptops AGENCY: Venables Bell & Partners EXECUTIVE CREATIVE DIRECTOR: Paul Venables and Will McGinness CREATIVE DIRECTOR: Tom Scharpf and David Kim ART DIRECTOR: Greg Wyatt COPYWRITER: Matt Fee DIRECTOR OF INTEGRATED PRODUCTION: Craig Allen AGENCY SENIOR PRODUCER: Emily Moore PRODUCTION COMPANY: Rattling Stick DIRECTOR: Daniel Kleinman PRODUCER (Rattling Stick): Johnnie Frankel DIRECTOR OF PHOTOGRAPHY: Franz Lustig EDITORIAL COMPANY: Cut + Run EXECUTIVE PRODUCER (Cut + Run): Michelle Burke PRODUCER (Cut + Run): Carr Schilling EDITOR: Steve Gandolfi ASSISTANT EDITOR: Isaac Chen and Sean Stender SOUND DESIGN: 740 Sound Design & Mix EXECUTIVE PRODUCER (740): Scott Ganary SOUND DESIGNERS: Andrew Tracy, Rommel Molina MUSIC: Elias Arts EXECUTIVE PRODUCER (Elias): Ann Haugen EXECUTIVE CREATIVE DIRECTOR/COMPOSER (Elias): Jonathan Elias CREATIVE DIRECTOR (Elias): David Gold MIX: PLAY, John Bolen TELECINE: The Mill LA COLORIST: Adam Scott TELECINE PRODUCER: LaRue Anderson VFX: The Mill LA VFX HEAD OF PRODUCTION/PRODUCER: Arielle Davis LEAD COMPOSITOR: Gareth Parr VFX SHOOT SUPERVISOR: Kathy Siegel COMPOSITORS: Elad Offer, Narbeh Mardirossian, Margolit Steiner, Shane Zinkohn END ANIMATION: Blur Studio DESIGN DIRECTOR/PRODUCER (Blur): Jennifer Miller ANIMATION/COMPOSTING (Blur): Ben Loggins, Peter Smith MODELING (Blur): Zack Cork