Human Aspirations, Work Ethic Projected onto Intel Computing Chips

Steve Hall

Feb. 10, 2024
1 min read

This is cute. In this trilogy of ads, Intel pairs assembly-line imagery with compelling background narrative that lends the sense these chips aren’t just cogs in the wheel; they’re personalities seeking unique opportunities out in the world.

Observe how chips look for love, ponder their possibilities on “graduation day” and whistle while hard at work.

The campaign, which was produced by Anonymous for agency McCann Erickson, makes a great companion series to HP’s The Computer is Personal Again, which focused on how the personalities of computer owners imbued the computer itself.

Steve Hall

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Human Aspirations, Work Ethic Projected onto Intel Computing Chips

Steve Hall

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My father came home from Vietnam in 1971 and spent the next forty years mowing the lawn at exactly 0700 every Saturday — and I didn’t realize until he died that those rigid routines weren’t about control, they were the only thing holding him together

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I grew up being told I was “too American” by my family and “too Vietnamese” by everyone else — and I spent thirty years in the space between those two sentences not fully belonging to either world

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I’m 73 and the best thing I ever did for my relationship with my adult children was stop giving them advice

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Psychology says people who can’t stick to habits aren’t lazy or undisciplined — they’re trying to force routines onto a nervous system that was never taught to regulate itself, and every failed attempt reinforces a story about themselves that started in childhood

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I moved to a small village in Tuscany after my retirement and spent the first three months thinking I was on vacation, until I realized I was actually grieving a life I never had the courage to live

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I stopped sharing good news with my oldest friend because every time something went well for me, she’d go quiet for two weeks. I finally understood that her love for me had a ceiling, and it was set exactly at her own level of happiness.

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