Yesterday Intel announced that Black Eyed Peas frontman will.i.am was to take on the role of Director of Creative Innovation for the company.
Here's what Intel had to say:
As an extension of his insatiable fascination with technology, which plays a significant role in his professional and personal lives, will.i.am will engage in a multi-year, hands-on creative and technology collaboration with Intel Corporation. He already sports an Intel ID badge, which he proudly showed off at a news conference in Anaheim, where Intel is holding an internal sales and marketing conference.
"Nearly everything I do involves processors and computers, and when I see an Intel chip I think of all the creative minds involved that help to amplify my own creativity," said will.i.am. "Teaming up with the scientists, researchers and computer programmers at Intel to collaborate and co-develop new ways to communicate, create, inform and entertain is going to be amazing."
Added Deborah Conrad, Intel vice president and chief marketing officer: "We’re thrilled to tap into the limitless creativity will.i.am brings to the table. He’s not only a brilliant artist and producer, but also an innovator pushing the bounds of technology professionally and personally. We share a strong interest in innovation around music, art and lifestyle, and are excited to join forces to establish an authentic, emotional connection with consumers."
"Intel is in the midst of transforming the way we communicate with people," Conrad said. "Our partnership with will.i.am is a prime example of how we want to convey and deliver the Intel experience. It’s imperative that Intel and our innovations are kept in front of the global youth culture that embraces new devices and new forms of communication and entertainment."
The punch line in the in the last paragraph - will.i.am isn't going to be donning on a bunny suit and start clocking into Intel's fab. No, will.i.am is there to act as a conduit between Intel and the gadget-buying masses who don't know or care about who made the silicon inside their newest love affair. Just as fans will flock out to buy Polaroid cameras, thinking that Lady Gaga had something to do with it (in case you're not keeping up with things, Lady Gaga is Polaroid's "Creative Director), fans will be on the lookout for the Intel brand when buying PCs and so on.
Will it work? You bet! As H. L. Mencken said, "No one ever went broke underestimating the intelligence of the American public."
Of course it will work.
Come on, let's get creative! Who would make the perfect "Creative Director" for AMD? NVIDIA? Apple?