Intel is leading the way in the development of Autonomous Driving. But consumers aren’t yet convinced it’s safe. So we leveraged our sponsorship with the world's most popular athlete, and developed a campaign with LeBron James.
Working with our business unit partners on the Autonomous Driving team at Intel, we wanted to develop a series of activations. I knew of our sponsorship with LeBron, so I brought our CMO an idea to leverage him in this particular activation. He agreed, and we briefed our creative partners at TBWA/Chiat/Day, who wrote and helped produce the spot, along with some social cuts which LeBron tweeted to his 32million followers.