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Intel Pentium II processor "TechMobile" van
In 1997, Intel commissioned custom fabricator TransFX to build a futuristic van that would be used to promote their new Pentium II processors.
TransFX, located in Oxnard Ca., was know for being the creator of the new Batmobile used in the movie "Batman Forever", released in 1995.
The van along with Intel's now famous Dancing BunnyPeople were featured in numerous print ads and TV commercials, as well as at live Pentium II promotional events in 1997.
Intel Unveils Global Pentium® II Processor Ad Campaign
New Campaign Features Intel's Popular BunnyPeople™ Characters in Television, Magazine and Interactive Ads
SANTA CLARA, Calif., Sept. 15, 1997 — Intel unveiled today its latest international consumer advertising campaign. The campaign -- including network and cable TV commercials, interactive advertising on the World Wide Web, print advertising in consumer publications, and radio spots -- is the most comprehensive ever for the company.
Intel's latest fall advertising campaign features Intel's popular BunnyPeople™ characters, modeled after Intel technicians who manufacture microprocessors. "BunnyPeople characters are a great international vehicle for Intel to help establish our Pentium® II processor brand worldwide" said Ann Lewnes, director of Advertising at Intel.
The dancing BunnyPeople characters were first seen with the introduction of the Pentium® processor with MMX;™ technology in January. In this latest television campaign, the BunnyPeople characters will be traveling the world demonstrating what Pentium II processor-based systems can do for consumers – such as improved 3-D graphics for more lifelike experiences and enhanced multimedia for faster and better video and PC imaging.
The overall campaign was created by EuroRSCG DahlinSmithWhite and directed by Baker Smith. To add an international scope, the campaign features a new "techmobile," which was created for the BunnyPeople characters to display and demonstrate Pentium II technology across the world. The "techmobile" was designed by Trans Fx of Los Angeles, the same company that designed the Batmobile.
The first Intel commercial, "Road Trip," takes place in an Intel manufacturing plant, with BunnyPeople characters so enthusiastic about Pentium II technology that they create the "techmobile" to show the latest technology to the world. A second spot, "Hong Kong," shows the BunnyPeople characters in the midst of a city celebration in Hong Kong, where they are swarmed by children and adults drawn to and captivated by the technology Pentium II processor-based PCs offer. Others spots are under development.
A complementary print campaign kicked off in the August 25th issue of "The New Yorker." The ads will also be seen in mainstream consumer publications such as "Martha Stewart's Living, "Self," "Vanity Fair" and "Gourmet" through the end of the year.
The interactive portion of the ad campaign will launch Oct. 1 on the Web sites of MTV, Interzine, Gamespot, MPlayer, Hotwired, Hollywood Online and Intel.com. Intel's "Ticket II to the World" promotion will send users to the seven aforementioned sites to gather clues needed for entry in a sweepstakes on Intel.com.
Radio commercials also aired in the United States between Aug. 18 and Sept. 12 as part of a special promotion for Pentium II processor-based PCs arriving on consumer retail shelves. BunnyPeople dolls were also given out in selected computer stores across the country as part of that promotion.
VIDEO: Intel BunnyPeople arrive in their Pentium II "TechMobile" van (1997)
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