Intel To Feature Patriots QB Tom Brady In 30-Second Spot During Super Bowl LI

Intel has developed a 30-second ad featuring Patriots QB Tom Brady that will air during Super Bowl LI and highlight the company’s 360-degree video capabilities. The ad, entitled “Brady Everyday,” features the QB performing a mundane morning routine, but through the prism of the panoramic replay that in turn “makes anything look epic.” That same video capability, built in part on Intel’s purchase last year of Israeli outfit Replay Technologies, will also be used in the Fox Sports broadcast of the game itself, and is teased in the Brady ad. The in-game use of Intel’s 360-degree replays will additionally showcase a variety of moments from the players’ point of view. Intel Sports Group GM James Carwana said, “Intel’s technology in the biggest football game of the year is one example of how we are driving a new wave of powerful technologies that will transform sports for athletes, teams, fans, coaches, and even broadcasters." The company has also developed a user-generated component to its Super Bowl LI plans in which fans can visit experiencemore.intel.com and create their own frame of Brady to be included in a composite video that will be released on Feb. 5, the day of the game (Eric Fisher, Staff Writer). 

DIFFERENT PERSPECTIVES: In Silicon Valley, Jennifer Elias notes previously, the cameras "captured a variety of angles from a higher perspective" for the Super Bowl. Carwana said that changing those perspectives at this year's Super Bowl is "part of the unit's goal to digitally capture the volume of the stadium." Carwana: "When you digitize the entire volume of the stadium, you can do some pretty amazing things." Carwana added that some of those things "could include fresh views in virtual reality and training film for professional sports teams and athletes." Intel Sports Group GM/Strategy & Marketing Jeff Hopper said, "These showcased technologies are going to be a part of the game in partnership with Fox as well as running the Tom Brady ad so we think that's going to be a very powerful combination and send a very strong signal about us in sports" (BIZJOURNALS.com, 1/12).