Michael Phelps' Post-Olympics Marketing Career Continues To Thrive With Intel Spots

The #PhelpsFace meme inspired by Michael Phelps' pre-race scowl at the Rio Games is "resurfacing in new spots from Intel" that star Phelps and actor Jim Parsons, according to Christine Baker of ADWEEK. The ads, from mcarrybowen, Chicago, and Intel's Agency Inside, "highlight the speed of Intel's technology" with the #PhelpsFace meme "while watching race footage on a slow computer." Intel CMO Steve Fund said that the ad was "inspired by real-life Olympics footage." Fund said Phelps was seen "watching himself swimming during the Olympics on this very dated computer." In the ads, which debut next week, Parsons "makes fun of Phelps for watching footage on the slow PC, saying, 'You have a new world record for the slowest computer'" (ADWEEK.com, 10/12). AD AGE's Jack Neff noted the new ads "back Intel's recently launched" Seventh Gen processor. Intel reached out to Phelps through his agent, Octagon Olympic & Action Sports Managing Dir Peter Carlisle, during the Rio Games, and "shot the ad and related social media content shortly thereafter." Phelps was "already a fairly prolific endorser" of national brands including Under Armour, Omega and 800razors.com. Fund declined to disclose spending, but said that the new Phelps-Parsons effort will "get significant weight both online and on TV." Agency Inside and mcgarrybowen will create social content "for the broader effort, with OMD handling media" (ADAGE.com, 10/12).

JUST SCRATCHING THE SURFACE: The WALL STREET JOURNAL's Cassandra Jaramillo cited a source as saying that Phelps has "garnered interest from other marketers following Rio." The source added that Phelps has "already signed an endorsement deal with a global consumer electronics company and is in talks with several beverage companies about various opportunities." Data from The Marketing Arm shows that Phelps "jumped more than 1000 spots in his endorsement attractiveness ranking following Rio" (WSJ.com, 10/12).