Toshiba and Intel Offer Up Moustache and Unibrow Hilarity With 'The Power Inside' Social Film


Going in a completely different direction than they did with Intel + Toshiba's The Beauty Inside, Pereira & O'Dell is out with The Power Inside, a hilarious new content marketing film directed by Will Speck and Josh Gordon and starring Harvey Keitel.

Like a seventies porn film crossed with an alien invasion horror flick, the film's plot follows the alien invasion by a race of extraterrestrial moustaches and unibrows who take over the upper lips and eyes of people around the world. The main character is Neil, who together with his friends and the help of technology "discovers his inner strength" to defeat the moustache and unibrow invaders called Uricks. Intel-powered Toshiba Ultrabooks, of course, play an important role in Neil's mission.

The film, debuting August 15, will be interactive in a way allowing viewers to take a side; join the Uricks and participate in the invasion or join the Guardians and help save the world.

Of the films participatory approach, Speck said, "The way that we make films and how viewers interact with entertainment content is evolving. Social films give us the opportunity to tell stories in a new way by creating an immersive, participatory experience for the audience."

At the films website, people can audition for roles in the movie. To join the Urick team, people are invited to upload a photo from their computer webcam to the film's Facebook Page, and facial recognition software will add a moustache or unibrow. Viewers can also upload videos of themselves removing a moustache to join the Guardian team. Those who upload photos and videos will have a chance to appear in one of the film's episodes.

This work won't make you cry like The Beauty inside may have but it will most certainly make you laugh.

by Steve Hall    Jul-25-13   Click to Comment   
Topic: Brands, Social, Video