The creative idea, “Experience Amazing,” aimed to demonstrate that Intel technology doesn’t just hide in PCs—it has and will continue to revolutionize the world around us through art, design, dance, medicine, gaming, music, and space exploration.

It was time for Intel to finally take credit for the amazing experiences they’ve enabled—and showcase the unique and amazing new experiences they’re helping to create every day.

Our vision: To create a modern symphony—the notes of which would spark and ignite the visuals of the TV commercial when they played: Every time the Intel “bong” sounded in the piece, an amazing experience powered by Intel technology would appear in the commercial.

The execution set out to re-energize two of Intel’s strongest existing assets: the mnemonic “bong” and the “swirl” of Intel’s logo.

Beethoven Symphony No. 5 is in C minor, the Intel Mnemonic (“bong”) in C#. Symphony No. 5 was orchestrated a 1/2 step higher to the key of C# minor, to retain the integrity and needs of the Intel brand.

The Intel mnemonic was orchestrated to blend seamlessly with Beethoven Symphony No. 5, and was performed live as part of the new arrangement. We recorded numerous stems - individual sections of the orchestra - allowing us to utilize elements from the recording across all media for depth of branding through music, a 360-degree approach to help Intel establish a refreshed and own-able musical identity.

The music was designed to work with the “swirls” of Intel’s logo, moving viewers through different amazing experiences in the television spot.

The Anthem ad has had over 1.5 million views on YouTube, and the long-form content pieces have had 5.52 million views on YouTube.

The objective was to impact key brand perceptions of Intel technology, and Anthem achieved significant increases in key brand metrics amongst those aware of the campaign. We achieved a +7% lift on the statement “Intel is more innovative, and is in more devices than ever”, and a +10% lift in “Intel helps individuals and companies innovate.” (Source: IMT TV.)

The ad was both highly enjoyable and engaging, beating Millward Brown ad testing norms for both metrics; 36% higher for enjoyment, and 75% higher for engagement. (Source: IMT TV).