Chip Shot: ‘Chase’ Named an ‘Ad Worth Spreading’

Intel’s action-packed short film, “The Chase,” was named an “Ad Worth Spreading” today at the annual TED conference in Long Beach, Calif. The film, which has surpassed 2 million views since debuting on YouTube in January, was one of 10 ideas selected among 1,000 submissions worldwide. Speaking about the recognized ads, Ronda Carnegie, head of global partnerships for TED, a non-profit originally known as Technology, Entertainment and Design, said, “Advertising is just not about selling you something. It really has to give you something back in order to reward the attention you give it.” The 105-second-long film demonstrates the performance capabilities of the 2nd Generation Intel® Core™ i5 processor by creating an action-movie-style chase sequence that takes place through a wide variety of program windows on a computer desktop. Integrated into the action are Apple’s iTunes, Facebook, YouTube, Microsoft Office, the Adobe Creative Suite and others. The film was created by independent San Francisco ad agency Venables Bell & Partners and directed by award-winning London-based duo, Smith & Foulkes.