For years, we've been subjected to the ear-grinding Intel chimes - bing-bong-bing-bing! - being slapped willy nilly over pretty much any computer advert that hits the public.
Now I notice a fresh campaign from the giant chip-makers, in which a variety of celebrities from different fields pose with "real users" in order to show the breadth of media that Intel chips let you enjoy. You can watch the ads here if you want, courtesy of our friends at MediaGuardian.co.uk (there's a classic piece of acting from football star Michael Owen).
I'm convinced that those four notes have boosted Intel's brand awareness and helped its dominance in the market, despite the clanky nature. After all, a lot of computer advertising is pretty rubbish.
Here's a question, though. When Apple switches to Intel chips next year, are we going to see the "Intel Inside" music chirp into Apple spots? After all, if there's one company who are paranoid about their image and wouldn't want a carefully-constructed advert to be interrupted, it's the clan from Cupertino. But then again, assuming the change goes well, they'll want to publicise it.
Perhaps they'll build a campaign that combines both: can we expect a silhouetted Steve Jobs breakdancing to the Intel Chimes Remix?
