Serena Williams Becomes Latest Athlete To Showcase Intel's Tech Performance In New Ad

Serena Williams in a new spot for Intel becomes the latest athlete to showcase the brand's "tech performance by associating it with athletic performance," according to Christine Birkner of ADWEEK. Williams and longtime Intel spokesperson Jim Parsons "appear in Intel’s latest spot" from mcgarrybowen, N.Y., where Parsons "explains that trying to work on an old computer is akin to Williams trying to perform with an old tennis racket." Williams gets "increasingly frustrated, and eventually breaks, an old wooden tennis racket while trying to play a match with it." The ad then "encourages people to upgrade to Intel’s latest processor so it doesn’t slow down their game" (ADWEEK.com, 4/24). SPORTSBUSINESS JOURNAL's Robert Gray notes Williams is the "fourth top athlete to appear" in Intel's ads, joining Michael Phelps, Tom Brady and LeBron James. It is all "part of Intel's push into sports tech and its ad campaign to support new technologies and the company's legacy business as the world's biggest computer chipmaker" (SPORTSBUSINESS JOURNAL, 4/24 issue).