The plotting penguins of the Madagascar franchise from DreamWorks Animation SKG Inc. , Glendale, California, get their wily wings on a ‘top secret’ Intel Corporation ’s Core i5 processor in a new ad that marks the first advertising by Intel to appear in the cinema.
The spot launched Sept. 3/10 across the Screenvision Network on more than 15,000 screens across nearly 2,400 theatres throughout the U.S..
The 30-second ad is airing throughout September on Screenvision’s Premium Pod placement immediately preceding the movie trailers. Penetration covers all 50 states and 93% of DMAs nationwide. Screenvision currently represents 10 of the top 15 movie exhibitors. The Premium Pod audience total average recall is 55%.
The penguins are popular characters originating in DreamWorks Animations’ blockbuster features Madagascar and Madagascar: Escape 2 Africa.
“By partnering with Screenvision, Intel (of Santa Clara, California) is using the power of cinema to reach consumers in a creative, innovative and extremely entertaining way,” says Mike Chico, Screenvision’s executive vice-president of sales, marketing and research. “Intel has created a spot starring the penguins of Madagascar that not only introduces moviegoers to its product but give them a true visual experience that can only be truly appreciated in a movie theatre.”
The Intel Core i5 processor, the product featured in the spot, delivers unprecedented integration and smart performance, including Intel Turbo Boost Technology1 for laptops, desktops and embedded devices. The Madagascar penguins are after these features in the whimsical in-cinema ad.