30-second spot to air during Grammy broadcast.
With eight Grammy nominations, including album of the year and song of the year, Mariah Carey is well poised to walk away with a Grammy or two at tonight's 48th annual Grammy Awards. And while this would not be her first Grammy, tonight's broadcast on CBS will find the singer in her first TV ad.
Carey is the main attraction of a 30-second spot for Intel's new Centrino Duo technology. In the clever ad, which takes place in a library, Carey sits alongside a guy who is compiling a playlist for his girlfriend on his Intel laptop. Looking over at the girl, Carey wonders alound, "You guys like this one?," and begins singing "Mine Again," a track from her multi-Grammy nominated "The Emancipation of Mimi."
The ad will air twice during tonight's award ceremony. And beginning at 8:00 p.m EST, it will be viewable on Intel's Web site (intel.com) for the next two days.
The concept of the spot is to show how entertainment can come to life through a laptop. Intel integrated marketing manager for consumer Sean Connolly says Carey was perfect for the spot, because "she is able to project who she is through her music and great performances to a global audience." Additionally, her "strong personality comes through in 30 seconds. It is entertainment come to life."
This evening's debut of the ad--created by Bill Oberlander and Tom Bagot of McCann-Erickson New York--is a preview to a larger, worldwide Centrino Duo campaign that rolls out in March. The campaign will feature Carey and other celebrities, and will encompass print, Internet, TV and in-store platforms. Connolly says it will be expanded and refreshed throughout the year.
Whether or not this campaign leads to larger strategic partnership between Carey and Intel remains to be seen. But Connolly acknowledges that Intel would "love to extend this partnership."
With this new spot, Carey follows a handful of celebrities who have appeared in Intel campaigns; they include Lucy Liu, Seal, John Cleese and Tony Hawk.