May 11

Intel’s “Chase” strikes again

Intel’s on-again, off-again flirtation with creativity has taken a turn for the better, thanks to the efforts of agency Venables & Partners.

Remember the neat film they made a few months back — The Chase — to introduce the latest Core i5 chip? What made it such a hit (over 2 million views) was that, instead of being confined to film, they used the visual language of computers to draw us into the action. In this “bad guys chase Bond-like woman” story, the characters run, jump and fight through FaceBook, YouTube, iTunes, chat windows, video games, Google Maps and more — and it all actually makes sense.

But it was a film. That is, all of this action took place inside the single frame you were watching on YouTube.

Now The Chase is back, and it’s literally broken out of its box. When you visit the Intel page on Facebook, you can see the movie, or you can “launch the HTML5 experience,” which performs its intricate choreography all over your own display.

Is it great? Well, they definitely get an A for effort. The HTML5 experience is truly fun to watch. It’s the launching part that gets a bit dicey.

Before you can watch, you have to download and cache what appears to be the Library of Congress, but is in fact all the video clips needed to run the experience.

Maybe you’ll have better luck with your setup. To be fair, I must have tried this a good 15 times, using Safari, Firefox and Chrome. Only twice did I make it in less than a minute (Chrome was fastest), the other times varied from pretty-darn-long to way-way-long (well over three minutes). Several times Firefox literally gave up the fight without even telling me why.

Once you get it going, it really is cool. One cosmetic difference between the movie and the HTML5 version is that HTML5 apparently requires the windows to be visibly loaded — so you get about eight tiny windows stacked at the bottom left of your display, hoping that you don’t notice.

Then there’s the game, in which you’re challenged to find nine bits from the movie hidden in various places on the Internet. Unfortunately, I couldn’t play because the Play button set off the Ken Segall Personal Defense System. Upon clicking, the app asked permission to do a Facebook body search, extracting my name, profile picture, user ID and list of friends. Not sure what would have happened, but it sure sounds like my friends would get spammed with a note telling them how much I loved this. I panicked and backed out.

So, yes, there are some negatives, but the creative work itself remains fun to watch. And the page does a nice job of creating some positive buzz for Intel.

It’s just unfortunate that the mechanics of the HTML5 production give you the feeling that this kind of stuff will work a lot better one day in the future. Maybe when we’re all using i5 chips?

Some credits for this effort. Agency: Venables & Partners; Writer: Josh Parshauer; Art Director: Beau Hanson; Associate Creative Directors: Paul Foulkes and Tyler Hampton. Interactive Creative Director: David Kim; Production Company: Nexus Interactive Arts (live action directors: Smith & Foulkes).

Tags: , , ,

Comments are closed.