Saturday, May 9, 2009
Intel: Sponsors of Tomorrow
Intel's latest commercial, Sponsors of Tomorrow, comically reveals how the perceptions of "celebrity" has dramatically changed in the past ten years. Today, inventors, journalists and company founders rival the popularity of rock stars, actors, and professional athletes. From Evan Willams, founder of Twitter, appearing on Oprah to Peter Cashmore, founder of Mashable, having over 600 hundred thousand Twitter followers to Blake Mycoskie, founder of Tom's Shoes, staring in AT&T commercials, the pendulum continues to shift toward professional achievement and away from traditional athletic, musical, or cinematic achievement.
As more individuals strive to achieve the "American Dream" or financial prosperity, brands that highlight self-made success stories will authentically and personally connect with consumers. Viewers can personally relate to the hard working virtues of these "real" stories compared to campaigns that highlight individuals who perform in front of 50,000 fans. Maybe it is the current economic recession or the world's obsession with "reality TV," but real and personal success stories will continue to captivate viewer's attention and engagement for years to come.