Intel (s intc) said today that it will sponsor the post-game show of this year’s Super Bowl, and will join other tech advertisers with promotional spots during the nation’s largest televised sporting event. Intel will show off new versions of its commercials that feature geeks as rock stars (my favorite one is below), touting the latest line of Core processors that the company announced at this year’s consumer electronics show. Intel’s Super Bowl ad will not only mark the chip maker’s return to the football game after a 10-year absence, but will highlight how much technology has become part of our daily lives.
From our growing obsession with high-end phones to ever more networked homes and 3-D television, the average consumer’s everyday products are increasingly embedded with silicon, and Intel aims to make sure its name is associated with our digital consumption. During the Super Bowl, Intel will debut two new commercials over three 30-second spots, the first airing during the fourth quarter of the big game on Feb. 7. Intel drove extensive consumer branding of a geeky component when its bunny-suited fab workers stormed the advertising world in the last 90s, so we’ll see if a similar approach keeps it relevant as a wider variety of computing challenges its x86 hegemony.