Intel Pokes Fun At LeBron In New Creative, Continuing Recent Use Of Star Athletes

Intel looks to score with new ads featuring Cavaliers F LeBron James that debut during Saturday’s NCAA Final Four on CBS. A spot called “Baby Face” pokes fun at James and memes of him crying. Intel CMO Steve Fund said of the new creative, "LeBron’s crying face was one of the concepts behind the ad. LeBron’s team actually brought the memes to us, they thought it was a funny idea." The spots highlight Intel's 360 replay technology that the broadcast crew will use. Intel used the same strategy with Patriots QB Tom Brady around its Super Bowl LI ads, as the replay tech was also used during that game. Fund said the ad is expected to run six times during Saturday’s semifinals and twice in Monday's championship game. Fund: "It’s up to the broadcasters to decide how many Intel 360 replays they feature during the game, but it will run at least twice during the Final Four and once during the Championship." Another ad featuring James called “Quad Stretch” will be shared on social channels only. Both video spots will be on social today, with the official campaign starting Friday on Facebook, Twitter and YouTube. The world’s largest PC chipmaker has been aggressively signing top athletes as it pushes more into the sports business. Intel has produced spots with Michael Phelps, Brady and now James. Fund: "The ads featuring Phelps and Brady, and even (actor) Jim Parsons, have surpassed every metric that we measure at Intel. The ads have also resonated very well with the millennial audience.” McGarryBowen, N.Y., and Intel's in-house firm, Agency Inside, worked on the previous spots, as well as the new spots with James. Fund says another commercial starring James will join the rotation “soon," while more sports spots and an expanded talent roster are also expected.