Black Eyed Peas star will.i.am is to become the new face of Intel and has been appointed as the company’s “director of creative innovation” as the chip maker seeks to appeal to the global youth market.
Intel says the collaboration is part of its transformation strategy for brand communications as it shifts its positioning to focus more on the consumer experience than technical specifications and features.
Intel, most known for its five-note audio signature on its TV ads, is the world’s largest chip maker, commanding 80% of the PC market.
