New York: The company that figured out how to brand something as seemingly indistinguishable as a computer chip is now trying to convince computer users that its newest addition to the inside of a computer is actually fun.

Intel has launched mmx – a technology that supposedly improves pc and software performance and delivers new capabilities for desktop and laptop computers – with a campaign that goes further than the usual dependability factor prevalent in past advertising efforts.

‘We’ve added a little more humor,’ says Dennis Carter, vice-president, director of marketing for the Santa Clara, Calif.-based company, well-known for its ‘Intel Inside’ campaign.

Carter was in New York with a slew of Intel spokespeople – and media – to promote the four 30-sec. spots the company launched in late January.

Two of the spots, which focus on product attributes, feature Jason Alexander – George on the sitcom Seinfeld.

Using blind dates as the premise, the spots humorously showcase the clarity mmx technology apparently adds to Intel’s ProShare videoconferencing phone.

‘We’re showcasing new technology that’s different,’ says Carter.

The other two spots are intended to portray the mmx brand as a fun – and funky – product. While other Intel lab technicians work quietly away, mmx technicians are partying down to Play That Funky Music White Boy.

‘Music’s a great way to connect to people,’ says Carter, adding that the ’70s tune attracts Intel’s targets – both baby boomers and Gen-Xers. It’s also a way to make the thought of buying a computer less intimidating, he says, adding that all four spots demystify and simplify the technology. ‘We want to make it comfortable,’ Carter says.

All four spots were created by Salt Lake City, Utah agency Euro RSCG Dahlin Smith White.

Hardware companies already using ‘Intel Inside,’ such as ibm, Compaq and Hewlett-Packard, will now be issued a new logo featuring a rainbow triangle in the upper left-hand corner of the ‘Intel Inside’ swirl and lettering, stating that the system is based on the pentium processor with mmx technology.

In addition, the new logo is being licensed to software developers for use on programs designed to take advantage of mmx technology, says Carter.

The tv spots are being supported with print in u.s. newspapers and magazines. Canadian broadcast buying is being handled by Harrison Young Pesonen & Newell of Toronto.

The advertising will run until April.