If you’ve seen the recent Intel ads, you’ve probably noticed the one featuring Ajay Bhatt, an Intel employee and founder of the USB cable. Other Intel employees are treating him like a bonafide rock star, drooling and weeping as he walks by. It’s one of the funnier and more innovative ads on tv right now, and it both lampoons the idea that an Asian American computer nerd can’t be a rock star while highlighting the company’s intense dedication to talent.
Except that the “Ajay Bhatt” in the ad isn’t really Ajay Bhatt, but rather a mustachioed actor.
Bad show.
For me, part of the appeal of the ad lies in its implied authenticity and the willingness of Intel employees to go on camera to promote their company. If the crux of the campaign is based on highlighting Intel’s overlooked employees and talent at all levels versus Sprint’s terribly ineffective ads featuring their nondescript CEO using their phones, then the it undercuts its basic premise (one that I had really enjoyed.) It was novel and fresh and memorable.
Now I feel strangely disappointed, and the goodwill that the ads had generated have dissipated.
–Caroline


