Angela Natividad's Live & Uncensored!

12 January 2011

Because We're Living a Digital Chase, Too.

"The Chase," Intel's latest for the Core i5 processor, illustrates the speed of its processor with the story of a spy running from gangsters by leaping from application to application - Microsoft Office, YouTube, Facebook, iTunes, Adobe Creative - without a whisper of lag.

It's clever work. But beyond solid execution and a logical relation to the product, it also tells our daily monitor-facing story: we move restlessly from window to window, pivoting to avoid the spectres of lag, while advertisers leap in our heels, alternately chasing us and divining where next we'll go, more often fumbling horribly like those shitty (yet so malevolent!) bandits in Home Alone.

Work by Venables Bell & Partners.

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