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Centrino - Unwire

Company: Intel Corp.
    View Company Scorecard | Contact Company
Brand: Centrino
Ad Title: Unwire
Business Category: Computers/Software/Tech
Media Outlets: Print
Country: United States
Region: North America
Agency: Euro RSCG Worldwide
Year: 2003
Target: Gays & Mainstream
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The ad features a woman sitting with her computer resting on her lap, noticeably free of wires. Intel's "Unwire" campaign was launched in 2003 as a primary means of promoting their Centrino processor that debuted that year. The company emphasizes an idea that likely resonates with many in the gay community: "Freedom. With us it's already built in."

The ad uses the concept of freedom, which, for many gays, is more of a pursuit than a reality. The concept of translating wireless communication to freedom might be a stretch, but clearly the advertisers intend dual relevance.

The ad implies the woman in the picture is a lesbian, both by her gender atypical personal style and by the text at the bottom of the ad that reads, "Try out the latest laptops at the Intel booth at the Out & Equal Conference."

Homosexuality is presented in this ad as unremarkable, while remaining inclusive of the heterosexual community.

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Company: Intel Corp.
Brand: Centrino
Country: United States
Region: North America
Year: 2006


Incredible Gaming Experiences in Your Lap
Company: Intel Corp.
Brand: Centrino
Country: United States
Region: North America
Year: 2005


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Company: Intel Corp.
Brand: Intel
Country:
Region: North America
Year: 2005


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