Intel isn’t a stranger to collaborating with Kpop talents. We’ve seen them collaborate with Girls’ Generation (SNSD) for their Visual Dreams 2011 campaign and 2NE1 with Make Thumb Noise a year later. Intel has also previously signed a deal with SM for content collaboration for Intel Studios around 2019. Now in 2022, Intel is back with another campaign featuring leading content creators of their fields together with aespa to strike some points with the market with their new “How Wonderful is That?” campaign.
If there’s one thing Intel is very good at, its branding and the iconic “bong” sounds that you probably heard since you were a child on anything that featured an Intel CPU had this logo chime in it. That 4-note “bom—- bom-bom-bom” is ingrained in internet culture now as a subliminal audible reminder of Intel. The video above is a sequence of scenes featuring Intel’s various permeation into our lives, not just with PCs alone.
aespa’s participation references the group’s metaverse ae concept and the ad concludes on Winter, Karina, Ningning and Giselle morphing to their digital counterparts for its closing while humming the “bong” jingle in an emphatic tempo. Other creators include streamer Ninjayla and Tiktok creator Elyse Myers, whose viral experience is referenced in the ad.
Adweek details the deeper concept behind the ad and cites that the “bom-bom-bom-bom” fits in various scenarios which mirrors Intel’s underappreciated permeation into our modern lives.
“What I love about this campaign is that it celebrates the many ways Intel is essential in creating technology that moves the world forward,”
– John Coyne, Intel VP of Brand, Creative & Media
In a separate piece of content, aespa expands on their participation in this campaign with an 80-second video talking about their favorite gadgets, travel essentials and their metaverse ideas.
— aespa International (@AESPAIntl) September 9, 2022