The video opens in a medieval castle. Knights in armor sit around a large table, struggling to interpret sales data on clunky laptops. The king, frustrated, asks for help but is told to “call the helpline.” Just then, a woman enters carrying a sleek, modern laptop—the Ultrabook. The knights marvel at its thinness, calling it “thinner than a wizard’s wand.” The scene suddenly transitions to a modern office. The same people are now in business attire. The woman presents the Ultrabook, and the “king” says his old tech has failed him for the last time. A voiceover concludes the ad by introducing the Ultrabook as a “new class of computers” powered by Intel.
The Formula (That Works at Any Budget)
Medieval Setting = Modern Tech Problems
By placing a business meeting in a medieval setting, the ad exaggerates how ancient outdated tech feels. The clunky laptops and confusion with data make the pain point clear.
→ Lesson: Use unusual settings or analogies to make common problems feel bigger and more relatable.
Visual Contrast = Clunky vs. Sleek
The knights’ old laptops are bulky and useless. The Ultrabook is slim, responsive, and immediately impressive. The comparison is simple and powerful.
→ Lesson: Use visual extremes to show the clear difference your product makes.
Punchy Reveal = “Everything else seems old-fashioned”
The ad ends with a direct line that reinforces the contrast: the Ultrabook is so advanced, everything else feels ancient.
→ Lesson: Finish with a clear, memorable value statement that ties everything together.
Humor Breakdown
The humor comes from the absurdity of medieval knights struggling with IT problems. Describing the Ultrabook as “thinner than a wizard’s wand” adds clever, character-driven comedy. The modern transition delivers a satisfying payoff.
→ Lesson: Use situational humor and exaggerated settings to make your product demo more fun and memorable.
Final Verdict
Intel uses a fun, high-concept metaphor to dramatize outdated tech and showcase the Ultrabook as a revolutionary leap forward. The ad is quick, funny, and makes the benefit obvious: this is not just a better laptop—it’s a whole new class of computer.
BRAVE-o-meter Score
B-7 | R-8 | A-8 | V-7 | E-8
BRAVE – 7.6/10
Watch the full ad & learn more:
Website: https://www.intel.com
LinkedIn: Intel on LinkedIn
