Intel: The Chase

After throwing its Romanian staff off of buildings (as depicted in virals from last year) the technology brand is now turning its attention to a more cinematic and adventurous depiction of its processor power.

In order to draw attention to and build excitement around the introduction of its new 2nd Generation Intel Core i5 processor, the brand has developed a fast-paced action-adventure video entitled ‘The Chase’, which went on display at the Intel booth at this year’s CES (Consumer Electronics Show).

The spot, which was all filmed in Prague by Bourne Identity cinematographer Oliver Wood, demonstrates the performance capabilities of the new processors via a movie-styled action sequence that takes place across a variety of desktop based programs.

The female protagonist (Eva Moore) attempts to out run two thugs who pursue her across spreadsheets, Facebook, iTunes, YouTube and even a video game, as they try and retrieve an envelope in her possession, using a mix of animation and live-action.

Some of the most notable integrations see the female lead running through iTunes Cover Flow and changing her appearance by selecting a different Facebook photo.

It’s a high-octane mix of a standard product demo and a character led story, providing a rich narrative for a product that is largely invisible to consumers.

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